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City of Melbourne - Only in the City
Footy Flavour Trail
Brief: Melbourne's winter weather deters people from visiting the city. To counter this, the City of Melbourne plans a winter burst of the "Only in the City" campaign to generate media coverage, positive sentiment, and buzz, promoting the city as a destination for extraordinary experiences year-round.
Challenge
The cold winter weather and financial constraints contribute to feelings of loneliness and deter Melburnians from visiting the city, leading to a slow period for the City of Melbourne during winter.
Solution
A campaign that engages Melburnians through their passion for the popular winter sport, AFL, and their love for food.
The Footy Flavour Trail campaign combines the excitement of the AFL with a unique and affordable culinary experience, offering a footy-inspired menu, fun challenges for fans and exclusive rewards and offers from partnering pubs/hotels/restaurants.
Tactics & Artefacts
Out-of-home
​ads
Posters
Social media posts
Video
​Gamified loyalty program
Competition
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