Play Melbourne your own way.
With so much to see, taste & do in and around Melbourne, planning a diverse break can be tricky process. So instead of adding to the confusion, we made it quick and easy for visitors to plan the ideal getaway. Introducing ‘Playlists’ - carefully curated bundles of the best experiences Melbourne has on offer. From shopping and art to food and live music, people could mix & match their own pocket guide to the world’s most liveable city.
The campaign launched with a website that featured over 300+ bespoke icons created for Melbourne locations. Each was meticulously crafted to capture the essence of each place with the result being a suite of uniquely Melbourne illustrations instantly recognisable to locals and tourists alike.
Nearly every unique visitor to the site made a playlist with a whopping 384,271 created and shared with friends. And for those that didn’t decide to share, nearly 15% of visitors returned to check their recently created guide or explore new playlists added to the site.