Tourism Australia NECI Project

Client: Tourism Australia

Project: National Experience Content Initiative (NECI)

The Brief

After two years of lockdown necessitated by the COVID-19 pandemic, Tourism Australia funded a $12 million content creation initiative aimed at supporting tourism businesses across Australia in their recovery and driving increased visitation by helping them to better market their experiences and attractions.

Following a competitive tender process, I joined the NECI project to shoot over 20 key travel experiences in inner Melbourne, capturing some of the city’s most iconic experiences and attractions.

Assets produced as part of NECI are jointly owned by Tourism Australia, Visit Victoria and the operators featured, and used in marketing material that ranged from brochures to banners and eDM.

Note: Images have been compressed for website viewing.

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