Melbourne has outmuscled rival Australian cities with their natural and engineered icons in marketshare of domestic tourism dollars post-Covid and now has a forecast from the Federal Government's Austrade that it can grow tourism revenues $16bn by 2028. Outside federal ambitions, Visit Victoria has its own plan, aiming to ride Tourism Australia's global brand push to lift and convert a higher spending and culturally enlightened cohort via a new single, global brand platform. But the two campaigns are almost polar opposites. Visit Victoria boss Brendan McClements – a rare example of a CEO only too willing to talk brand, demand and marketing funnels – says while the global TA campaign taps instantly recognisable Australian iconography, Victoria, lacking such distinctive assets, has tapped Melbourne cult classic film The Castle and gone with "the vibe". He and Visit Victoria CMO Shae Keenan have spent years crafting the plan, with major marketing overhauls along the way. With "hefty targets" to meet, the two – with a little help from Ehrenberg-Bass and an overhauled "agency village" comprising Sayers, AJF Partnership, Principals, OMD and Accenture-owned research outfit Fiftyfive5 – aim to put Sydney, Queensland and the Gold Coast in its own right, in the shade.
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