The document outlines the 'Come Alive in Melbourne' campaign by Tourism Victoria, launched following a successful trade mission in India to promote travel to Australia for the ICC World Cup 2015. It highlights strategies such as humor-driven videos, engagement events, and leveraging celebrity endorsements like former cricketer Brett Lee, resulting in significant increases in Indian tourist arrivals and engagement metrics. Additionally, it emphasizes the development of tailored travel packages and the expansion of promotional activities based on audience feedback.

1. Come Alive in Melbourne
Group 11 – Social Media Marketing

2. STEFFY JOHNNARAYANAN K S NAVEEN K
SHIV KALYAN
GAJAVALLI
ARJUN
SUBRAMANIAM
PRATIK BASU
narayanan.pgpm15c@greatlakes
.edu.in
steffy.pgpm15c@greatlakes.edu.
in
naveen.pgpm15c@greatlakes.ed
u.in
arjuns.pgpm15c@greatlakes.edu
.in
shivag.pgpm15c@greatlakes.ed
u.in
pratikb.pgpm15c@greatlakes.ed
u.in

3. Campaign Initiation
• Launched following a high profile three-city Super Trade Mission in India
• Focused on leveraging Tourism Victoria’s 2.4 million Indian Facebook fans .
• Super Trade Mission used to launch the campaign included a roadshow in Mumbai,
Delhi and Bengaluru.
• Tourism Victoria planning to develop travel three to ten night packages for Indians
for the 2015 World Cup.
• Plans to expand to other cities based on feedback received for current campaign.

4. Existing Campaign Strategies
Client: Tourism Victoria
Agency: Social Wavelength
• Package Melbourne
• Come alive in Melbourne campaign
• 2 stand-up comedians
• Humor & experiential videos
• Experience rather than holiday
• Video travelogues
• Locations handpicked by target audience
• To create customer engagement
• Outside in approach
• Places which appeal to Indian audience- MCG, Sovereign Gold Hill Panning, helicopter ride etc.

5. Promotional places & images

6. Strategies ++
• 9% increase in Indian arrivals was observed in 2013.
• Come Alive in Melbourne started
• Purpose: To design the travel package for ICC World cup 2015
• High collaboration with Govt. of Victoria
• Melbourne being a long haul destination, was not preferred by incentive groups but Air India starting Delhi-
Sydney- Melbourne service, MICE(Meetings-Incentives-Conferences-Exhibitions) travel has grown significantly
• Former cricketer Brett Lee who is brand ambassador for Victoria and the cricket world cup 2015 was also used to
kick-start the campaign. He has a huge brand value in India.
• Indian visitors arriving in Melbourne during this period will be able to see international events-Australian F1
Grand Prix, Melbourne International Food n wine festival, Melbourne International Comedy festival, Melbourne
Fashion Festival
• 10 episodes of the hit Indian TV series “Pyaar ka Dard”(with TRP) was shot in Melbourne to showcase the city as
a sophisticated & romantic destination

7. Campaign Result
• Video views: Over 3 lakh views
• People engaged: Over 4 lakhs
• Engagement ratio: 15.44%
• Impressions garnered: 5 million +
• Share of voice of Melbourne: Increased by 13.2%

8. Our Campaign Strategies
• Selfie Contest for Indians in Melbourne.
• ShakeItInVictoria app.
• Backpacker and travel experiences. #VivaciousVictoria.
• Promote Melbourne as the Sports Capital of the World
• Fed Square Celebrations
• Play like a King and Live Like a Queen!!!!