Discover Your Own Backyard
There's no place like home
Each year, millions of visitors travel from around the world to visit Melbourne. And who can blame them? Between the quaint boutiques, bustling laneways and, of course, great coffee, it’s no wonder Melbourne is a top tourist destination that has held the coveted title of ‘World’s Most Liveable City’ for more than half a decade.
The fine folks at Destination Melbourne—the city’s leading tourism body—work hard behind the scenes to showcase the city’s countless charms and maximise visitation to the Greater Melbourne area. In their roster of award-winning marketing programs and publications is the Melbourne Official Visitor Guide, Melbourne Now program, and Discover Your Own Backyard (DYOB), an initiative aimed at encouraging Melburnians and their guests to immerse themselves in the sights and sounds of home.
The visiting friends and relatives (VFR) market is a major contributor to Melbourne’s economy, worth upwards of $3.0 billion. DYOB taps into this market by working collaboratively with councils to educate hosts and, ultimately, influence visitor behaviour. Despite a strong start when the campaign site launched in 2014, the team recognised the DYOB website no longer delivered on this goal: it neither made a compelling case for hosts and prospective visitors nor did it satisfy the needs of Melbourne councils and individual travel and tourism operators.
As a preferred digital partner of Destination Melbourne, they knew we could deliver a digital transformation project every bit as fun, smart, and vibrant as the city itself.