Creative dating to solve the Sydney ‘man recession’
ClientTourism Victoria Project
Melbourne In Winter
The
Challenge
In order to increase visitation to Melbourne, PLAY’s brief was to create a highly ‘sticky’ brand experience, targeting a female skewed Sydney audience and generate $1m worth of media exposure.
The
Strategy
Qualitative research findings identified a man recession in Sydney. To solve the man recession, we gave Single Sydney women the opportunity to fly down to Melbourne and bask in the delights of Australia’s romance capital.
The
Experience
Through our official matchmaker and blogger, we paired 10 single Sydney girls with 10 creative Melbourne men and sent each couple on dates around Melbourne. The experiences were then amplified across online, press, radio and TV.
The
Results
10 Creative dates
18,00 Views on YouTube
20,000 Hits of melbourne-match.com
$1,500,000 In media exposure
