CASE STUDY — PHOTO & VIDEO PRODUCTION
Bringing Melbourne back to life for Tourism Australia
Client
Tourism Australia
Services
Content strategy, SEO, copywriting
Location
Melbourne, Victoria
Sector
Destination marketing
Usage
Print, digital, OOH, events
Outcome
720 hero images & 3 hours of footage
THE CHALLENGE
As tourism reopened after COVID-19, Tourism Australia faced a critical gap: its asset database was outdated and no longer reflected the experiences visitors could actually book. The brief was a complete visual refresh across 18 Melbourne hero experiences — production-ready for print, digital, out-of-home, and events.
“Like dining out, travellers visit a destination visually before they ever step foot on a plane. Having a library of arresting, inspiring visuals was essential for Australia’s tourism recovery after the pandemic.”
THE APPROACH
From hot air ballooning over the MCG to Indigenous cultural tours at the Royal Botanic Gardens, each shoot required genuine understanding of what makes an experience worth visiting — and the visual intelligence to capture it at Tourism Australia's exacting standards.
Assets were produced across formats and aspect ratios to meet multi-channel requirements, covering arts, food, sport, nature, Indigenous heritage, and urban experiences.
WHAT WE DELIVERED
01. Global Ballooning over the MCG 02. Royal Botanic Gardens Aboriginal tour.
03. Blender Studios
04. National Gallery of Victoria 05. Rod Laver Arena 06. Melbourne Aquarium
07. Koorie Heritage Trust 08. Go Boat on the Yarra 09. Chadstone — dining & fashion
10. Foodie Trails & Chinatown 11. Industry Beans specialty coffee 12. Fashion by Foot city walk
13. Lume immersive experience
14. Whitehart Bar 15. Localling urban experiences
16. ST ALI. coffee
14. Bush tucker & Aboriginal guide 16. Melbourne Immigration Museum
THE OUTCOME
A comprehensive visual asset library built to support Melbourne's tourism businesses through post-pandemic recovery — delivered production-ready across every channel, giving operators immediately usable material to drive visitation.
Let’s work together
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