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Play Melbourne

Tourism Victoria

Issue 38 | March 2016

Background

Tourism Victoria's 'Remote Control Tourist' had been an award-winning and mould-breaking success. By providing compelling new reasons for locals and tourists to re-engage with the city, it helped Melbourne evolve into the country's most popular city break destination.

Now Tourism Victoria wanted to build on that success with a new campaign, which would be equally reflective of the city's reputation as a creative leader and early adopter of new technologies.

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