With Melbourne’s population growing by over 100,000 people a year, part of the Victorian Government’s Regional Living Strategy was to encourage Melburnians to explore living, working and investing in regional Victoria. We led a research project that uncovered a latent audience that was already primed for a new regional lifestyle. All we had to do was help them overcome the barriers to putting their dream into action.
To do this, we profiled the experiences of four sea- and tree-changers and created some truly evocative stories. We created short-form ads for mainstream media and long-form stories for digital media.
We then produced a web interface that helped our audience come to grips with regional employment, housing, health care, schools and connections.
Finally, we brought over 50,000 potential ‘emigrants’ to the Regional Victoria Living Expo – the event at Jeff’s shed that brings Regional Victoria to the city.