Centre Place, Melbourne Laneways
Utilising Twitter’s newest live video streaming app, Periscope, Tourism Victoria is inviting the world to experience Melbourne – in real time.
The latest phase of the five year Play Melbourne campaign, Play Melbourne Live will broadcast a series of ‘games’ – events, stories, people and places – from Melbourne, to the world. Live and unfiltered, the campaign offers viewers real and authentic glimpses into the ‘world’s most liveable city’.
Periscope users will gain exclusive access to some of the city’s major events and exhibitions, including the world-premiere of Andy Warhol | Ai Weiwei at National Gallery of Victoria on 10 December – a day before it opens to the public.
Future games will include a ground pass to the Australian Open, back stage at the runway of the Virgin Australia Melbourne Fashion Festival and a seat at Melbourne Food and Wine Festival’s flagship event, the Bank of Melbourne’s World’s Longest Lunch – which this year will take place on the 2016 Formula 1® Australian Grand Prix track at Albert Park.
In-between these major events, Periscope live-stream broadcasts will include daily local life, uncovering the sights, sounds and characters of Melbourne.
Followers will also meet MasterChef star George Calombaris in his experimental kitchen, Press Club Projects, where he will create the dishes that may or may not make it onto the menu at fine dining institution, The Press Club.
The broadcasts will be available to view by a global audience via the Periscope app. Those who follow @Melbourne on social media will receive notifications of when the ‘games’ are live.
Following on from the success of ground-breaking, award-winning Remote Control Tourist, Play Melbourne Live is another world first. The ‘games’ use a custom-made ball embedded with a smartphone designed to be passed around by Melburnians while streaming live footage of the city via Periscope.
Play Melbourne Live has already broadcast two ‘games’ which have taken viewers on a journey through the laneways and design studios of Melbourne; up to the rooftop dome of State Library Victoria; and around the open air gallery of street art that is Fitzroy and Collingwood. Highlights of these ‘games’ can be found at www.playmelbourne.com.au
Continuing to reward curious, adventurous ‘early adopters’ of new technology, Play Melbourne Live is a game that locals and visitors play every day. Now Melbourne, Victoria invites the world to play along.
Quotes attributable to Minister for Tourism and Major Events, John Eren
“Melbourne is the world’s most liveable city, and Play Melbourne Live gives viewers from right around the world a chance to see for themselves why.”
“From our quirky laneways to fine dining restaurants and world-class events, this is a real-time tour not to be missed.”
Quotes attributable to Managing Director for Twitter, Australia, Karen Stocks
“We love seeing our partners use Twitter in innovative ways that give our users immersive and memorable experiences.”
“Tourism Victoria set the bar high last year with its award-winning Remote Control Tourist campaign, and with its new campaign using Periscope in a unique way to teleport viewers from all around the world to some of Melbourne’s best destinations live, Play Melbourne promises to be even better. We can’t wait to see what they have in store.”
Visit www.playmelbourne.com.au for highlights from the first two broadcasts.
Tourism Victoria contacts: Rebecca Andrews, Destination Communications Manager, email: Rebecca.email@example.com Tel: +61 3 9653 9865
Zoe Shurgold, Group Manager, Destination Communications, email: firstname.lastname@example.org Tel: +61 3 9653 9814 or 0415 254418
Minister for Tourism & Major Events: MEDIA RELEASE: Play Melbourne Live Invites the World to Melbourne
Clemenger BBDO Melbourne: MEDIA RELEASE Tourism Victoria launches new live streaming games – and Melbourne is the playing field