Take A Not-So Public Holiday
Visit Victoria

Making a day of leave in Victoria feel more ‘worth it’

During the pandemic, instead of holidaying in our own state, Melburnians were holding out for the big trip they had planned for when they could travel again.

To get them exploring their backyard, we reframed a day of annual leave as a ‘Not-So Public Holiday’. The same anticipation as a long weekend, but with the added perk of having the state all to themselves.

I was strategic lead for this. Through quant, we found out 75% of Melbournians felt they needed 3 days in Victoria to properly relax. This helped me frame the problem in an interesting way for creatives - ‘how do you make a day in your own backyard more worth it?’ The creatives made a great leap to answer it.

My role:

Strategist

Made with:

Tim Yates, Kerem Sekerci and Alex Speakman

Agency:

Saatchi & Saatchi Australia