Lose Yourself- Tourism Campaign for Melbourne

The Minister for Tourism and Major Events, the Hon. John Pandazopoulos MP launched the $12.4 million tourism marketing campaign today (5 Sept 2006).

The campaign aims to capitalize on the profile of Melbourne developed from the 2006 Commonwealth Games. The campaign features a young woman using a giant ball of thread to find her way around Melbourne. It comprises television, cinema and magazine advertising, sponsorship of Moonlight Cinema in Sydney, Brisbane, Adelaide and Perth, plus art house cinema promotions in Brisbane, Sydney and Adelaide, online advertising and public relations activity.

The television adverts commence on 17 September with the 90 second version airing on all commercial networks in Brisbane, Sydney and Adelaide and SBS nationally.