Visit Victoria, OMD and its creative content division, OMD Create, have partnered with Ten ViacomCBS to revitalize visitation to Melbourne by showcasing a city that is “open, vibrant and welcoming” through an activation with the network’s The Project.
The initiative will take The Project to the streets throughout a four-week integration partnership. Nazeem Hussain, The Project’s panellist and one of Australia’s favorite comedians, will join the 60-minute live show from different Melbourne destinations each Friday night.
For media to cut through in a market currently saturated by travel offerings, Visit Victoria and OMD’s strategy team realized it would require more than share of voice or a curated 30-second TV spot.
The idea to work with The Project was conceived to reintroduce Australians to Melbourne and encourage them to return.
Visit Victoria’s chief marketing officer, Shae Keenen, said: “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. 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.”
Ten ViacomCBS partnership director – Effect, Tamar Hovagimian, said: “In this inaugural partnership between The Project and Visit Victoria, we’re excited to celebrate all Melbourne has to offer and remind viewers of what they’ve been missing.”
OMD’s head of product and planning, Penny Shell, added: “OMD is thrilled to partner with both Visit Victoria and Ten on this media first concept for The Project. Positioning Melbourne as the thriving, cultural and creative city that it truly is, is very close to our hearts and an initiative that we are very proud to be working on.”
Nazeem Hussein’s first live broadcast from the streets of Melbourne will take place in tonight’s episode of The Project at 6:30pm on Ten.
Ben Knighton – Head of Global Brand & Consumer Marketing
Alex Miles – Group Manager, Channel Planning & Publishing
Lisa Francazio – Manager – Media & Planning Services
Laura Fookes – Manager – Media & Planning Services
Daniel Bese – Group Manager, Brand Strategy & Planning
Courtney Gaynor—Executive, Marketing & Campaigns
Sarah Quinn – Head of Media & Communications
Kirsty Johansen – Media & Communications Manager
Chloe McKenzie – Partnerships & Experience Account Director
Erin Pugh – Head of OMD Create Melbourne
Emily Mead – Head of OMD Create Melbourne
Penny Shell – Melbourne Head of Product and National Head of Planning
Dean Schwal—Business Director
Erin McCauley—Account Director
Nik Doble – Head of Trading
Tamara Stewart – Trading Director
Tom Hutley – National Head of OMD Create
Alex O’Shaughnessy – Group Partnerships Manager
Natali Lambevska – Brand Partnerships Manager
Katherine Quinn – National Group Partnerships Manager
Jin Subasinghe—Group Sales Manager
John O’Brien – Head of Agency Sales Melbourne