Visit Victoria
In the thick of COVID-19, Visit Victoria tasked us with encouraging Victorians to take a holiday in their own backyard, while the rest of the world was out of reach.
Challenge
Victorians are banking up their leave, waiting until they can take a ‘big’ holiday outside of Victoria. How do we make them see a day off in their own back yard as ‘worth it’?
Unlock
When you know you have a day off coming up on the horizon, it can be enough to keep you going for weeks.
Strategy
Get Victorians to scatter their annual leave here and there, to keep their spirit and energy levels up.
Proposition
Give yourself something to look forward to in Victoria.
Take a Not-So Public Holiday. With a bunch of tongue-in-cheek messaging, we encouraged Victorians to take matters into their own hands and use their annual leave as a way of getting the most out of our state.
I’d love to take credit for all the smarts of this campaign, but I think the creatives did something really clever; they not only found an interesting way to showcase the best of Victoria, they also made annual leave in Victoria feel more ‘valuable’. All the best of the state with less crowds and rush. Maybe even an extra three day-weekend in your calendar.
Results
Intrastate travel increased YOY in Victoria across campaign period.
Numbers omitted for business sensitivity.
Creative
How I made a difference.
I asked around to better understand how people were keeping their spirits up during COVID. It made me appreciate that right now, people were actively thinking about their happiness and ways they could improve it. I also discovered through Visit Vic’s research that 75% of Victorians thought a weekend wasn’t enough time to properly unwind when holidaying in our state. These two facts together helped us see that taking an extra day of leave could genuinely help lift people’s spirits when they might need it most.