Modern Marketing Brand Strategy Tourism

Visit Victoria partners Endemol Shine for TV series to showcase tourism destinations


By Danielle Long | Asia Pacific Correspondent

July 1, 2022 | 3 min read

Victoria's tourism destinations will be on display in a new "real-life thriller television series" created by Endemol Shine Australia in partnership with Visit Victoria.

Hunted Australia launches in Melbourne

Hunted Australia is a new TV series created in partnership with Visit Victoria to promote the state's tourism destinations

The Hunted Australia series will see 18 ordinary Australians go on the run from a team of expert hunters working to track their every move.

The series will be filmed entirely in Victoria and follow "the fugitives" for 21 days as they try to evade capture for a chance to win 100,000.

The tourism campaign with a twist will use prime-time programming to showcase the state in a bid to encourage Australians to return to travel in Victoria.

Victoria experienced the most sustained lock-downs in the country during the Covid-19 pandemic and is keen to reengage Australian travellers.

Shae Keenan, chief marketing officer at Visit Victoria, said, "We're all about doing things differently at Visit Victoria, so as soon as we heard the premise of this new series, we wanted to put our stamp on it."

"Hunted feels right at home in Victoria, nestled amongst a packed calendar of world-class events. Whether it's the AFL Grand Final, Melbourne Cup or Australian Open – we're all about action thrillers that bring people to the edge of their seats, and we're tipping this series will do just that."

Marty Benson, Endemol Shine Australia Content Director, Melbourne, said the partnership was a "perfect match".

"The series sees fugitives traverse the state's varied landscape trying to evade capture, and destinations quickly become strategic choices. Whether going bush, escaping to the coast or hiding in plain sight in the bustling CBD, the chance to explore Victoria's unique offerings provided significant appeal in making Hunted here."

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