Lose Myself? Gladly
I recently happened across a copy of Fairfax's The (Sydney) Magazine (similar to The Age (Melbourne) Magazine but with a focus on the harbour city – duh). Same aspirational content same silly bracketed title. Same glossy stock, glossy chefs-as-celebrities and glossy car ads. Stuck to the back of the Sydney magazine was The (Melbourne) Guide, designed in the same way, with its 16 pages full of places to see in Melbourne – with a focus on our laneways and alleys. Our laneways are quite unique amongst Australian cities – no other city in Oz has such a maze of small thoroughfares weaving through their CBD chock full of bars, cafés, restaurants, bookshops, boutiques, etc. They're one of the things I love most about this city.
The Melbourne Guide is really an extension of a tourism campaign aimed at (duh again!) attracting tourists to Melbourne. So, if you are a Melburnian, try and hunt it down (some examples are in the continuation of this post) – because it's particularly good – and you may never get to see it.
Subtle, simple, whimsical and quite idiosyncratic. Quite a bold departure from the norm for a tourism campaign. Nice type too. I think it works beautifully.
The Lose Yourself TVC by Exit Films (QuickTime 5MB).
Read more on the campaign.
And a section of one of the Lose Yourself press ads in The Melbourne Guide:
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