Play Melbourne, the tourism campaign launched mid-2011 has become a hit on the internet, receiving more than one million YouTube visits in the last nine months.
The viral video is considered one of the determining factors in increasing visitor numbers to the Victorian capital.
437, 000 people have visited the campaigns dedicated website, while 19,000 Facebook users have joined the fan page.
These figures show the Play Melbourne campaign has generated significant interest since its launch nine months ago, Victorian minister for tourism and major events, Louise Asher said.
The video depicts a smiling group of two women and a man running between locations such as the State Library of Victoria and clothing stores as they are given various clues in their hunt for adventure, according to news.com.au.
The campaign is effectively achieving what it set out to do, which is spark renewed curiosity in Melbourne experiences and destinations, Ms Asher said.
Source = e-Travel Blackboard: P.T