Work / Tourism Victoria /
Play Melbourne

Together, Tourism Victoria and Publicis Mojo have created the longest-running tourism marketing programme in the world. And the eighteen-year-old ‘Jigsaw’ campaign has just entered its tenth phase, with the launch of a new chapter: ‘Play Melbourne’.

‘Play’, is a story to deepen visitors’ appreciation of Melbourne’s unique creative sub-culture.

 It integrates loads of interactive and experiential elements, including a rich digital hub for all that’s hip and happening in the city, an iPhone app (coming soon) and a chance to Play Melbourne and win a spontaneous visit.