In Tourism

Victoria Minister for Tourism and Major Events Louise Asher

Tourism Minister Presses ‘Play’ In New Melbourne Tourism Push

Victor P Taffa

The Minister for Tourism and Major Events Louise Asher launched the next phase of Victoria’s highly successful tourism marketing Jigsaw campaign titled Play Melbourne.

“I am thrilled to press play on the newest exciting phase of the Victorian Coalition Government’s tourism marketing campaign for Melbourne.” Ms. Asher said.

“The Play Melbourne campaign aims to deepen consumers’ appreciation of Melbourne’s creative sub-culture and reinforce its reputation as Australia’s most culturally diverse city.”


The Play Melbourne phase is the result of extensive strategic development and will encourage participation, inviting potential tourists to be spontaneous, re-awaken their curiosity and explore Melbourne on a whim.

The campaign will be launched interstate and is designed to attract interstate visitors.

“Melbourne is a creative, exciting, ever-changing city with surprises around every corner and down every laneway. With so much to see and do throughout the year, there’s no need to plan, just come and play.” Ms. Asher said.

One of the cornerstone messages of the Play Melbourne campaign that visitors should be curious enough to venture off the beaten path.

“From our world class theatre productions, exclusive exhibitions and major sporting events to our boutique shopping, quirky galleries, hole-in-the wall cafes and hidden bars, Melbourne offers something to excite everyone, all year around.” Ms. Asher said.

“The Coalition Government is keen to grow Melbourne’s tourism success and to increase the dispersal of domestic visitors across regional Victoria.” Ms. Asher said.

Tourism Victoria’s highly successful Jigsaw campaign was the longest-running destination marketing campaign in the world.

“I was pleased to be involved in the launch of the Jigsaw initiative by the Coalition Government in 1993 and am delighted to unveil this next step in its evolution.” Ms. Asher said.


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