Visit Victoria, OMD and their creative content division, OMD Create, have joined forces with Network 10 to revitalise visitation to Melbourne by showcasing a city that is open, vibrant and welcoming through a unique partnership with The Project.
The initiative will take The Project to the streets throughout a four-week integration partnership. Nazeem Hussain, The Project’s panellist and one of Australia’s favourite comedians, will join the 60-minute live show from different iconic Melbourne destinations each Friday night. This is a first for Australia’s favourite news and entertainment program as The Project showcases a city dear to its heart.
For media to break through in a market currently saturated by travel offerings, Visit Victoria and OMD’s strategy team understood that it would require more than share of voice or a curated 30-second TV spot. With clear purpose and a strong connection to The Project, this campaign aims to drive visitation and expenditure to both Melbourne destinations and businesses alike, reinvigorating the city, converting viewers, and supercharging Visit Victoria’s existing marketing activity.
The idea to work with The Project was conceived to reintroduce Australians to Melbourne’s brilliance and encourage them to return. Melbourne is more than home to the world’s best events and chef hatted restaurants, it is the creativity, the cultural distinction, and the people that bring the city to life. There is nowhere else quite like it – from the buzz that can be felt in the iconic laneways, to the rooftop and underground bars, the live music scene and the unrivalled cultural institutions, not the mention the atmosphere of The G.
With restrictions easing, Visit Victoria and OMD are taking this moment to remind the rest of the country what they’ve been missing and celebrate what Melbourne does best.
Visit Victoria’s Chief Marketing Officer, Shae Keenen, said: “As we encourage people to get set for Melbourne’s ultimate comeback, we want to ensure everyone is aware of just how much our great city has to offer. There’s never been a better time to visit – the vibe is back with so many new restaurants, bars, attractions, and cultural and sporting events to choose from.”
“A partnership with The Project and OMD gives us a platform to showcase this in a way that aligns perfectly with Melbourne’s DNA – we’re all about doing things a little differently.”
“We can’t wait to take Nazeem through the streets of Melbourne as he rediscovers our amazing and resilient city along with the rest of Australia.”
Tamar Hovagimian, 10 ViacomCBS Partnership Director – Effect, said: “In this inaugural partnership between The Project and Visit Victoria, we’re excited to celebrate all Melbourne has to offer and remind viewers of what they’ve been missing.”
Penny Shell, OMD’s Head of Product and Planning added: “OMD is thrilled to partner with both Visit Victoria and 10 on this media first concept for The Project. Positioning Melbourne as the thriving, cultural and creative city that it truly is, is very close to our hearts and an initiative that we are very proud to be working on”.
Nazeem Hussein’s first live broadcast from the streets of Melbourne will take place in tonight’s episode of The Project at 6:30pm on 10.