Following extensive COVID-19 restrictions throughout 2020, Visit Victoria were looking for ways to encourage Victorians to buy local while also encouraging travellers to enjoy a “Summer like No Other”.
Recognising the monumental road to recovery ahead for small business, the print execution was designed to recognise the local makers and creators that were not only surviving COVID, but also finding new ways to thrive into the future.
The creative execution which ran across The Age was designed to inspire audiences to give something back, buy better, and support local businesses by not only purchasing online, but also visiting the origin of their buys as travel was permitted again.
The two-part execution was designed to thank the community and support these diverse Victorian businesses. The campaign also drove key retail initiatives across Nine’s radio and digital properties ahead of the Christmas holiday period.