Primary audience ‘going home’ – those with a regional background who had moved to the city while young and were pre-disposed to moving back to regional Victoria.
FTA TV/BVOD, digital, social, collateral, web
TVC, BVOD, digital, collateral, campaign activation (Regional Victoria Expo)
63% unaided campaign recall. Significant increases in contact with regional eco-dev teams. Over 30,000 new regional jobs over full campaign period.