Play Melbourne On iPhone

Play Melbourne On iPhone

Victoria Minister for Tourism and Major Events Louise Asher

Coalition Government Introduces New iPhone App To Encourage Tourists To ‘Play Melbourne’

Victor P Taffa

The Coalition Government has introduced a new innovative iPhone application (app) to help both visitors and locals explore Melbourne, the nation’s most preferred tourist destination and recently voted ‘Best City’ by Australian Traveller magazine.

The app is part of the Victorian Coalition Government’s Play Melbourne campaign, launched in June, to convert strong brand awareness into actual visits to Melbourne and regional Victoria.


Minister for Tourism and Major Events Louise Asher said the Play Melbourne campaign is about promoting spontaneity and encouraging people to take a chance and visit Melbourne on a whim.

“The app is a must have for any visitor to Melbourne as it is a key to unlocking Melbourne’s secrets hidden in laneways and on rooftops.” Ms. Asher said.

Using augmented reality technology, the app pinpoints users’ current location to provide them with a list of recommended bars, restaurants and shops all within walking distance.

“The Play Melbourne iPhone app is the perfect tour guide, offering visitors and locals’ access to our best restaurants, theatres, shops, galleries, cafes and attractions.” Ms. Asher said.

“Users can plan where they want to visit and map out exactly how to get there but also, in the spirit of the Play Melbourne tourism marketing campaign, explore Melbourne on a whim.”

The latest National Visitor Survey figures for June 2011 show there were an estimated 4.2 Million interstate visitors to Melbourne compared with 3.8 Million to Sydney.

Conducted by Roy Morgan Research, Tourism Victoria’s 2011 Brand Personality Survey showed Melbourne is recognised by people interstate as the most ‘trendy’ and ‘diverse’ city.

With advanced capabilities including augmented reality, interactive maps and images, the Play Melbourne app has almost 500 listings of places of interest.

The app is available for download through the iTunes app store.