City of Melbourne


Brand Positioning
Melburnians had settled into the ‘burbs and a reluctance to return to the city was firmly in place. We needed to shake the lingering effects of a 
262-day lockdown, and rebuild the city as a choice destination.

We did this by leaning into the scarcity, uniqueness and exclusivity 
of Melbourne. Because Only in the City can you sip flame-licked cocktail beneath a giant mushroom, or slurp down a bowl of traditional Oom Kai in an underground carpark. 

Over the years of working on this campaign we had the opportunity to expand and evolve, testing the flex of the platform across a whole bunch campaigns. Go on, have a scroll. 









PROJECT 7 CITY OF MELBOURNE ONLY IN THE CITY




















Shop the City 
Let’s face it, online shopping rules. It’s easy, takes 
up little to no time and we can do it at 3am.

Shop the City‘s unique shops, deals, offers and freebies can only be claimed IRL over one weekend. Giving online shoppers a reason to peel themselves off the couch, toilet or other. 

This campaign focused on what makes in store experiences a more worth your time.  And money. 

The results were great, despite the rain...

28.9M  - total campaign reach across earned and owned channels 
120K - in scope visitors 
$28M - economic contribution 









Melbourne’s Hottest Ice Cream

Using the sounds and sights of summer for an activation in the dead of winter.  

*Cue 'Greensleeves'*

With the help of local MasterChef finalist Sarah Todd, we developed a one-off dish that merged traditional Indian flavours and native ingredients with a creative, Melbourne flair. Inspired by the city’s eclectic and diverse dining scene, what looked exactly like ice cream would actually be piping hot, potato based Aloo Gobi soft serve. 

Reaching over 800,000 people and generating an unprecedented media groundswell, the two-day foodie pop-up surprised Melburnians with a winter treat at the steps of the State Library.

This landed us a best ads badge, plus we got to custom-wrap an ice cream truck, which was sick. 
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©G&TGeorgia Payne & Tiger Hongmung2025