The objective was direct: get Victorians spending money with Victorian small businesses, from home, while the state was shut down — and move fast enough for it to matter while restrictions were still in place. Rather than a single ad campaign, Click for Vic ran across every channel — paid, owned and earned — anchored in one creative idea: put the real people behind Victorian-made products in front of an audience who could no longer visit them in person.

On the ground, that meant partnering with an existing network of online marketplaces — Victorian Country Market, Providoor, Co-Lab Pantry — rather than building something from scratch, and running a "Makers and Creators Kits" program that sent local produce and products directly to on-air talent including Bec Judd, Catriona Rowntree and Melissa Leong, who shared them with their own audiences. That drove national PR coverage across TV (The Project, Nine News, Seven News, ABC News), radio and major print and digital publishers.

On paid media, the campaign ran a full-funnel mix — social, search and digital display, with the marketplace partnerships converting that attention directly into sales — engineered specifically so a click on an ad or a piece of content could be tracked all the way through to an actual purchase, which is unusually rare in tourism marketing.