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A ‘twist’ in new tourism campaign for Melbourne

A new tourism campaign has been launched for Melbourne.

The retro-style ad features a group of four trendy young people, making their way around Melbourne’s bars, lane ways, hipster cafes and art exhibitions.

Marketing academic Sally Webster told Ross and John she thought it tried to cram too much of Melbourne in a one minute ad.

Ross: “It’s a very pretty and alluring ad. It looked to be as if the core market they were trying to lure to Melbourne was the grandchildren of European billionaires.”

“I found it almost a bit chaotic and conflicting,” she said.

She said it was aimed at a young, sophisticated interstate and international audience.

“We do connect with stories and narratives, but this is trying to do too much to everything in my view,” she said.

Click PLAY below to watch it!

Click PLAY below to hear the full discussion about the new ad on 3AW Breakfast