Tropical North VictoriaPlayful Tourism, Serious Impact
Discover Mildura: Victoria’s Sunny North
This bold destination marketing campaign for Mildura Rural City Council aimed to turn heads by playfully rebranding the region as ‘Tropical North Victoria’. While it may be a few palm trees short of Queensland, Mildura’s sunshine-soaked charm provided the perfect opportunity for a cheeky tourism push. The campaign leaned into the fun by comparing its warm winter atmosphere to the Sunshine State, using classic beachy iconography, bold typography, and playful visuals. The core idea was to challenge perceptions and invite Australians to rethink what the “north” really looks like, positioning Mildura as an unexpected winter getaway.
The Concept
To bring this ambitious concept to life, we partnered with Australian personality Shane Jacobson to be the face of the campaign. Our production team filmed bright, summery content in the middle of a Mildura winter, expertly creating a warm, sun-drenched look that defied the season.
Beyond the creative content, we delivered an end-to-end solution. A key achievement was consolidating the region’s web presence; our team streamlined their digital footprint by merging multiple tourism platforms into one slick, user-friendly WordPress site at mildura.com. This created a single source of truth for visitors and locals, making it easier than ever to explore the region. With strategic media placements across Victoria, South Australia, and New South Wales, we ensured Tropical North Victoria did not just look the part, it played the part, driving significant interest and visitation.
What We Delivered
Our team managed the full-service rollout of this major tourism initiative, from initial concept to final execution. Our key deliverables included:
Campaign Branding & Creative Direction
We developed the entire ‘Tropical North Victoria’ brand identity, from the logo and colour palette to the overall creative and messaging strategy.
Video Production & Photography
We managed a high-end production shoot with Shane Jacobson, creating a suite of video and still-image assets for use across all media.
Website Strategy & WordPress Development
We conducted a full website review and executed a complete rebuild, creating the new central tourism hub at mildura.com.
Strategic Media Planning & Buying
Our media team planned and bought advertising placements across key southern states, targeting television, radio, print, digital, and outdoor media.
Multi-Platform Content Creation
We produced a wide range of engaging content tailored for social media, digital advertising, and large-format outdoor billboards.
