City of Melbourne has launched a new winter campaign under its “Only in the City” platform, celebrating the colder months as a time when the CBD comes alive with grit, drama and romance.
Created by Melbourne-based indie Town Square, with media strategy by Zenith Australia, the campaign encourages Victorians to head into the city for football, festivals, dining, shopping, galleries, museums, shows and winter wandering.
Built on the insight that winter apathy, rather than dislike, is the biggest barrier to visitation, “Melbourne at its most Melbourne” reframes the season’s perceived negatives as its greatest strengths.
The campaign contrasts stereotypes such as cold, dark, grey, dull and moody with vibrant city imagery, turning the reasons people avoid winter into reasons to visit.
Winter as a badge of pride
Danielle Moeller, founder at Town Square, said the campaign reflects the agency’s connection to the city.
“As a proudly Melbourne agency we live and breathe city life every day, it’s part of who we are and how we think creatively,” Moeller said.
“Winter in Melbourne asks a little more of you. You do have to rug up, and you might need to brave the cold or the rain, but what you get in return is something special.
“The energy is concentrated, intimate and unmistakably Melbourne. We’re incredibly excited to work with the City of Melbourne to drive visitation at a time of year when the rewards are absolutely worth the effort.”
Brendan Day, executive creative director at Town Square, said the campaign was built to feel distinctly local.
“We couldn’t be more excited to create a winter campaign for the City of Melbourne that intrinsically feels like the city we know and love when it’s at its polarising best.”
Lord Mayor Nick Reece said Melbourne does not shy away from winter.
“Melbourne at its most Melbourne’ celebrates a place that thrives against every shade of grey, the vibe and depth of what it offers across food, culture, arts, retail and live performance remains as strong as ever.
“‘Melbourne at its most Melbourne’ is about reminding Victorians that the CBD continues to deliver rich, memorable experiences year-round, and that there is real value in making the trip into the city.”
Zenith drives winter reach
Zenith Australia’s media strategy focuses on maximising reach across BVOD, Uber Ads and an iconic Melbourne tram wrap.
The campaign will also align with AFL environments, including key out-of-home panels along commuting routes to the MCG and Marvel Stadium. The campaign directs audiences to “The Cold List” at What’s On Melbourne, featuring events, happenings and special offers from city businesses.
Launched in 2022, “Only in the City” celebrates the experiences that define Melbourne across food, fashion, retail, art, entertainment and nightlife.
Last winter, the City of Melbourne said seasonal destination marketing activity generated $66.5 million in economic uplift for local businesses and events.
Credits:
City of Melbourne
Chief Customer and Communications Officer: Rebecca Skelton
Head of Marketing & Digital: Gabrielle Oldaker
Senior Manager Brand Strategy & Campaigns: Claire Frean
Marketing Campaign Manager: Alicia Milan
Marketing Campaign Lead: Julia Paxinos
Marketing Campaign Coordinator: Sophie-Rose Maytom
Marketing Campaign Coordinator: Tessa Browne
Town Square
Chief Strategy Officer: Jeff Malone
Executive Creative Director: Brendan Day
Design Director: Luke Henley
Founder / Managing Director: Danielle Moeller
Senior Account Director: Rochelle Vaisanen
Account Director: Jacqueline Smith
Senior Account Manager: Sam Harrington
Finished Artist: Anthony Biewer
Video Editor: Jimmy Walker
Head of Production: Anna Morris
Producer: Maddison Fricker
Director / Photographer: Josh Robenstone represented by Artline
DOP: Mondo Hays
Camera Assist: Louis Mitchell
Stylist: Holly Karas
Hair & Makeup: Marie-Louise Cannon
Grade: MoodLab
Music Supervision: Level 2
Music Track: King Gizzard & the Lizard Wizard
Zenith Australia
Head of Strategy: Simon Schone
Business Director: Hannah Merrigan
Account Manager: Emily Dewar
Snr Account Executive: Connie Loiacono
Account Executive: Thomas Paneghel
Main Image: Town Square