Melbourne warmed up to promote 2018 Commonwealth Games
Y&R Melbourne has been heating seats throughout the city to give locals a teaser of the Gold Coast’s warmer weather.
Custom-designed, portable heated seats have warmed football fans at games, and heated panels at tram platforms have turned up the temperature for those on the commute.
“While Melbourne may be the sports capital of Australia, its weather leaves a lot to be desired. This campaign gives a taste of what it’s like to enjoy sports in Australia’s favourite holiday destination,” says a release.
The campaign designed to drive awareness in Melbourne is supported by radio, digital and targeted social content.
“This execution takes one of the best aspects of the Gold Coast during winter – the amazing weather – to Melburnians to remind them to grab tickets for next April,” says Lara McKay, general manager communications and marketing at Gold Coast 2018 Commonwealth Games Corporation. The event will be the first in Australia not to be held in a capital city.
“Tactical executions are really important for us as we know there are different motivations for attending the Games in different markets,” says McKay.
A social competition also runs as part of the campaign, offering entrants the chance to win a trip for four to the Games.