6+

Years continuous retained partnership

OUR APPROACH 
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When Visit Victoria first appointed VT Comms in 2018, the brief was clear but ambitious: differentiate Victoria from every other Australian state destination competing for Hong Kong travellers — and make Melbourne the instinctive first choice.

Rather than competing on beaches or landmarks, VT Comms built a campaign strategy around Melbourne's irreplaceable personality: its world-class food and coffee culture, its creative precincts, its arts and sports identity, and the unique regional landscapes of Victoria that surround it. The message was never "go to Australia." It was always "go to Melbourne, go to Victoria" — a destination with a lifestyle distinct enough to stand alone.

Over six-plus years, VT Comms has executed an always-on, integrated communications programme spanning media relations, curated press and KOL tours, targeted editorial pitching, and public-facing brand activation events in Hong Kong. Each initiative was designed not simply for impressions, but for inspiration — moving audiences from passive awareness to genuine travel intent.

Our media and KOL selection was deliberately selective. Rather than broad outreach, we identified and cultivated relationships with travel, lifestyle, food, and culture journalists and influencers whose audiences authentically aligned with Victoria's proposition — sophisticated Hong Kong travellers seeking meaningful experiences over package tourism.

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THE RESULTS

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• Established Victoria as the first-choice Australian destination for Hong Kong travellers — a position maintained consistently throughout the partnership

• Inbound visitor arrivals from Hong Kong showed significant and sustained growth across the partnership period

• Built a durable media and KOL ecosystem that continues to generate organic coverage and audience engagement year-on-year

• Successfully navigated and maintained brand momentum through the most disruptive period in modern travel history — emerging stronger on the other side

• Coverage consistently elevated beyond generic travel pages — securing features in lifestyle, food, culture and business press that aligned with Victoria's premium positioning

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