A major Victorian government campaign designed to attract family-aged skilled and semi-skilled people from Melbourne to regional Victoria. Using 4 real-life case studies, the concept addresses the main barriers to relocation and makes a compelling case for ‘dreamers’ to get into action. The campaign is led by television with the inclusion of online, radio, press and ambient media. Designed to be both practical and inspiring, as well as a very honest depiction of a move from the city to a regional location, it acknowledges some of the barriers that re-locators need to overcome as well as highlighting the obvious benefit of a move to regional Victoria.
GenR8, in partnership with Melbourne based agency Accelerator, had the task of designing, creating and deploying the campaign.