Tourism Victoria Double Life in Daylesford

Tourism Victoria has launched Double Life in Daylesford, an advertising campaign designed to promote the diverse experiences on offer in regional Victoria. Showcasing Victoria as the leading Australian destination for spa and wellbeing experiences, the interstate campaign raises awareness of Daylesford as the natural mineral springs ‘capital’ of Australia.

Isabel Lucas in Daylesford Victoria Tourism commercial


The television advertisement depicts Daylesford as a village perched on the edge of decadence and purity. Featuring Melbourne-born actress Isabel Lucas, the advertisement was filmed during April in key locations in and around Daylesford and the Macedon Ranges. Music is “Down to the River To Pray”, sung by Paris Wells supported by the Brunswick Women’s Choir.

Click on the image below to play the video in YouTube

Filming locations in the ad were Alton Garden – Mt Macedon, Villa Parma, Hepburn Bathhouse and Spa, Cliffy’s Restaurant, Daylesford, The Convent Gallery, Lake Daylesford, Sault Lavender Farm, Wombat Park and Mt Franklin Park. Isabel Lucas appeared as Alice in Transformers: Revenge of the Fallen. The lead male (waiter) was played by George Byrne.

The Campaign

Daylesford. Lead a Double Life is an integrated campaign that will include public relations, television, cinema, online and print advertising elements to raise interstate awareness of Daylesford and position Victoria as the leading Australian spa destination.

The first screening of the television advertisement was ‘roadblocked’ on Sunday 16 August on all free-to-air networks in Sydney and Adelaide, and nationally on SBS and subscription television stations. Cinema screenings, supported by digilites, will focus on high profile and arthouse cinemas in Sydney, Brisbane and Adelaide.

Online activity will include search engine marketing, electronic direct mailouts, homepage buy-outs on nineMSN and the Fairfax network, banner ads on Yahoo!7, Gourmet Traveller, Harpers Bazaar and Fairfax news sites, and online promotion with Sydney Morning Herald.

The visitvictoria.com and visitvictoria.com/dmr pages on Tourism Victoria’s consumer website will also be further developed.

A 16-page magazine insert will appear in the New South Wales edition of the Good Weekend, in addition to print ads in national women’s fashion and food magazines.

Click on the image below to play the video in YouTube

Credits

The Double Life campaign was developed at Publicis Mojo, Melbourne, by executive creative director Darren Spiller, art director Christy Peacock, copywriters Leon Wilson and Hilary Badger, agency producers Corey Esse and Tuesday Picken.

Filming was shot by director Mark Molloy via Exit Films with producer Wilf Sweetland, director of photography Greig Fraser and editor Rohan Zerna at The Butchery.

Post production was done at Digital Pictures and Iloura. Music was licensed at Level Two Music, produced at Electric Dreams and mixed at Gusto Music.