Tourism Victoria – Play Melbourne Digital

The Play Melbourne integrated campaign was all about curiosity and discovery, so we developed a campaign website all about rewarding those traits.

To enter the competition to win one of our weekly trips for two to Melbourne all people had to do was answer a question about a little known Melbourne bar, café, destination or event. The twist being, the more curiosity you showed, the more entries into the competition you would get for that week; answer more questions, get more entries.

New questions were released every week and the game board was refreshed every month. The website also housed widgets encouraging drop-of-the-hat curiosity like time of day/temperature cafe & bar suggestions or a random event selector for the truly curious.