copeland's work

tourism victoria

summer promotion

Tourism Victoria, in a down year economically, had the arduous task of creating buzz about a city, which, in most people’s minds, was for old people or those harkening back to all things British.

In order to leverage the small marketing budget, Copeland developed an interactive video where visitors could upload their own face, and the face of a friend and star in their own video postcard, which featured modern-day activities (like whale watching or bungee jumping), more in keeping with the actual Victoria experience.