Melbourne Down Under (MDU) is a campaign to raise the profile of Port Phillip Bay’s unique marine life through several high profile media platforms. A partnership with state government, local councils, key stakeholders and community groups, the project also raises funds through product sales to seed fund marine projects in the local community.
The lynchpin to the project was Melbourne Down Under – the jewels of Port Phillip Bay, a stunning coffee table book showcasing the colour and diversity of the local marine environment. World-class photographs and entertaining text is used to engage and educate the readers while highlighting important conservation messaging. A list of local friends groups and tourism operators are also included to encourage people to get involved in their community and see first hand the wonders of the bay.
To support the book and meet project objectives, MDU required an attractive and user friendly website portal that could effectively promote MDU, support social media efforts and manage product purchase and distribution.