Reminding people why Melbourne is great can restore our world-class appeal

Restoring our reputation after enduring the world’s longest lockdown should remind everyone what Victoria has to offer.

The Brighton Beach Boxes are a much-loved tourist attraction. Picture: Jake Nowakowski

Victorians have weathered all the insults. Sicktoria, Danistan, Locktown … to name a few.

The campaign to restore the state’s reputation as the place to be should be founded on a reminder of what’s so great, experts say.

“Experience the world in Victoria’’ is the theme of a proposed marketing campaign to sell Melbourne as a global city and remind visitors of the variety Victoria has to offer.

RMIT’s marketing school has created an advertising campaign exclusively for the Herald Sun to reflect the state’s world-class appeal by rediscovering what we have to offer.

The campaign, aimed at domestic and international tourists, was one of three approaches to help the state retain its status as one of the great places to live and visit.

It compares key Victorian sites, such as Melbourne’s Botantic Gardens, the Brighton Bathing Boxes and Arts Centre, to British, French and American landmarks.

Victoria must remind everyone of what makes it great.

Lord Mayor Sally Capp says Melburnians’ sense of fun adds to the city’s character. Picture: Getty Images

“The Re:Melbourne campaign aims to satisfy the wanderlust of Australians by remembering our neighbours across the sea, reimagining Melbourne as a vibrant, multifaceted tourism destination, and reuniting Australia in our post-pandemic world,’’ the team behind the campaign said.

Another campaign concept was an “All Roads Lead To …” promotion, which aimed to draw in visitors to Melbourne and Victoria as a top destination of choice.

A third idea was to sell Melbourne and Victoria as places of “infinite possibilities’’ through a series of enticing billboards.

“The billboards visualise Melbourne’s wonders through the windows of a plane, reminding travellers of the excitement of touching down in a new city,’’ the team said.

“Featuring stunning depictions of key Melbourne landmarks, tourists are shown that Melbourne can cater to all tastes – sports, arts, culture and beyond.’’

The campaign also features depictions of entry tickets to access all on offer.

RMIT marketing lecturer Amanda Spry said the students felt a sense of civic pride and responsibility to promote the best that the state had to offer.

“And they bring that vision to the execution of the campaigns,’’ Dr Spry said.

“They didn’t want to remind the people of the hardship of the world’s longest lockdown but really get back to what makes Melbourne so special.

“So explore the wonders of the world – but on your doorstep.’’

Lord Mayor Sally Capp said Melbourne’s people made the city so different, which was an underrated marketing asset.

One of the marketing ideas depicts entry tickets to access all Victoria has to offer, like the footy. Picture: Jason Edwards

Melbourne is a ‘people-power city’, says Lord Mayor Sally Capp. Pictures: Tony Gough

“It’s a people power city,’’ Cr Capp said.

“It’s often said that we don’t have something big to look at in the city of Melbourne.

“And people question whether we need something like that. And I think it’s really what happens at a ground level. It’s that sense of engagement and connection. It’s the fun that people have together.’’

The experiences that visitors have in the city’s shops, hospitality venues, galleries, theatres and museums made it so special.

Advertising expert and broadcaster Russel Howcroft said Melbourne should set an ambition to return to its post-gold rush prosperity.

“We want to grow this place and make it unbelievably prosperous and frankly I want to get it back to the year 1900.

“In 1900, we were the richest city, per head, in the whole world. Why can’t we achieve that again?’’

The RMIT campaigns were created by fourth-year marketing students Maxine Federico, Harrison Jennings, Natasha Li, Naomi Miller, Franklin Percy, Jessica Davies and Renee Lukies.