Tourism Victoria announced the launch of an all new digital campaign for the Indian market

LIFESTYLE/TOURISM

‘Come Alive in Melbourne’ 

with Tanmay Bhat & Rohan Joshi

Tourism Victoria announced the launch of an all new digital campaign for the Indian market,‘Come Alive in Melbourne’. The centre piece of the campaign is collaboration with high-profile Indian personalities, Tanmay Bhat and Rohan Joshi and will engage consumers through social media combining the duo’s popular brand of humour, with information and inspiration about destination Melbourne.

 

Hon. Louise Asher, Minister for Tourism and Major Events, State Government of Victoria made the announcement today as part of the Victorian Government’s Super Trade Mission to India.

“I am delighted to be back in India - one of our most important growth regions - to announce some exciting new tourism initiatives. Melburnians share many passions with our Indian friends including sport, food and a sense offun. We hope our innovative campaign will encourage Indian visitors to travel and experience this first hand,” said Minister Asher.

The campaign will commence on 24 March, 2014 when Tourism Victoria’s social media networks kick into action announcing the arrival of Rohan and Tanmay in Melbourne from 7 April for a period of ten days. Using imagery and videos, the duo will engage with Melbourne’s 240,000 Facebook fans in helping them plan their Victorian itinerary which will ultimately include Melbourne city and surrounds, The Great Ocean Road, Phillip Island, Mornington Peninsula, Sovereign Hill and Yarra Valley.

Based on recommendations from the public, Rohan and Tanmay embark on their adventure with the guidance of maps and videos. The trip will highlight some of Melbourne and Victoria’s most appealing attributes for the Indian visitor including events, food, sport, nature and heritage. Interesting challenges along the way for Rohan and Tanmay and a hidden contest within the plot for the fans will ensure consumers are fully engaged in the promotion. In addition, five lucky individuals, whose suggested destinations will be experienced by the duo, will win exciting prizes.

With the key objective of increasing the depth of knowledge about Melbourne and Victoria and creating valuable advocates, it is hoped that the content produced will be compelling, interesting and engaging enough for the public to share with their own networks across various social media platforms.