Visit Victoria has joined forces with Network 10 to give Melbourne’s tourism scene a boost through a unique partnership with The Project.
In partnership with OMD and OMD Create, the initiative will take The Project to the streets throughout a four-week integration partnership and will see panellist and comedian, Nazeem Hussain, joining the 60-minute live show from different iconic Melbourne destinations each Friday night.
This is a first for The Project, as the news and entertainment program aims to showcase a city dear to its heart.
Visit Victoria and OMD’s conceived the campaign as a means to reintroduce Aussies to Melbourne’s brilliance and refamiliarize themselves with the creativity, cultural distinction, lively people, world-class events, and chef hatted restaurants of Victoria’s capital.
Because let’s face it – there is nowhere else quite like it – from the buzz of the iconic laneways to the rooftop and underground bars, as well as the live music scene and unrivalled cultural institutions. That’s not to mention the breathtaking atmosphere of The ‘G.
Visit Victoria and OMD are taking advantage of easing restrictions to remind Australia what they’ve been missing and to celebrate what Melbourne does best.
“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,” Visit Victoria’s chief marketing officer, Shae Keenen, said.
“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.”