Visit Victoria: Imagine This

This mock campaign for Visit Victoria, created in collaboration with the Burrows family, repositions regional Victoria as the destination of choice for young Australian families by leaning into real, personal holiday moments. Using imagery sourced from the Burrows’ old digital camera, the design embraces a playful, organic aesthetic, with bright colours, candid compositions, and warm, nostalgic textures that evoke the intimacy of family memories. The typographic treatments feel handwritten and unpolished, reinforcing the diaristic, scrapbook-like tone of the campaign. Unlike typical tourism marketing, this work captures the quiet, often overlooked moments that make holidays truly memorable, resulting in a deeply human and emotionally resonant visual identity. Rolled out across print, social media, billboards, merchandise, and more, the campaign blurs the line between personal storytelling and destination branding.