We already loved you, Melbourne, but this makes everything so much better.

Most of Australia already heads to Melbourne for the summer each year – did somebody say tennis? 

But, not content with already having won over most of the population in the Pacific, Visit Victoria took matters into their own hands in 2022, launching an integrated multi-platform social campaign in partnership with Accor Live Limitless, designed to encourage, inspire and educate travellers to drop any thoughts of heading anywhere else, and head straight to Melbourne for the summer-cation of their dreams.

A two-month content series, produced by We Are George, took Accor Live Limitless’ sizeable audience base of several million followers on a engaging, visually gorgeous customer journey across Instagram, Facebook, Stories and long-form blog content, ultimately calling on engaged travellers to stay at iconic Melburnian properties such as Pullman On The Park, Movenpick Melbourne on Spencer, The Cullen Art Series, Novotel Melbourne on Collins and Sofitel Melbourne On Collins, and book an array of iconic Melbourne experiences such as hot air ballooning, visiting the Queen Victoria Markets, hopping between rooftop bars, road-tripping the Great Ocean Road and more.

Backed by key research insights, audience analytics and SEO strategy, and featuring the amplification of work by several influentials, the campaign targeted key visitation segments to deliver ongoing engagement and travel inspiration over the duration of the campaign.

“We’re pleased as punch with the creative – and the results,” said We Are George’s OG + Ed-in-Chief, Georgia Rickard. 

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