Travel, Entertainment, Leisure& Retail, (Including E-Commerce & Restaurants)

Taking the Gloss off Tourism Marketing with the Remote Control Tourist
Clemenger BBDO Melbourne
Tourism Victoria
Destination marketing in Australia could colloquially be described as ‘Tourism porn’. ‘Tourism porn’ is a rose-tinted visualisation of a destination: beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity. But with success came imitators. And a style that was once unique became more and more clichéd and generic. Not only was the category’s communication becoming clichéd, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control and influence. The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves. No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.

Clemenger BBDO Melbourne
Paul Rees-Jones - Executive Planning Director
Matt Kingston - Senior Strategy Planner
James McGrath - Creative Chairman
Ant Keogh - Executive Creative Director
Julian Schreiber - Creative Director
Tom Martin - Creative Director
Luke Thompson - Senior Creative
Clark Edwards - Senior Creative
Simon Lamplough - Client Service Director
Brett Williams - Group Account Director
Kate Forster - Account Director
Magda Pabich - Account Manager
Sarah Hore-Lacy - Account Executive
Pete Hutchison - Digital Creative
Carl Oldham - Data Strategist
Louise Sergent - Senior Digital Producer
Nigel Dunn - Senior Developer
Michael Travers - Print Producer
Simon Redwood - Head of Craft
Nathan Rogers - Social Lead
Ben Birchall - Branded content editor
Emily Naismith - Community Manager
Sonia von Bibra - Executive Producer
Craige Karl – Illustrators

Tourism Victoria
Leigh Harry - Chief Executive Officer
Nicole Bradley - Group Manager Brand Strategy and Advertising
Dorana Wirne - General Manager, Destination & Product Marketing
Dylan Reed - Manager Melbourne Marketing
Natasha Rowson - Manager Advertising & Media Services
Michael Hauser - eMarketing Manager
Andrea Trimble - Managing Editor - Digital
Phil Lees - Social Media Manager
Andy McGinniss - Social Media Community Manager
Tania Mikolajczak - Senior Melbourne Marketing Coordinator
Lisa Hunt - Acting Group Manager

Destination Communications- Tool of North America Exit
PR Company – Mango
Media Company – Mitchell & Partners
Digital Media Company – Columbus
Editors – The Trace House
Post Production – Crayon & XYZ Studios
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