cummins&partners are welcoming shoppers from near and far to a weekend of retail therapy via a new platform for City of Melbourne’s 'Shop the City' campaign.
'Shop the City' unifies and celebrates the hidden laneways and locally owned boutiques coupled with major shopping precincts housing international brands.
For one weekend only, visitors are invited to shop exclusive offers, enjoy pop-ups with freebies and competitions with exciting prizes from May 5-7.
Michael McConville, CEO of cummins&partners, said they were excited to refresh the weekend shopping event in Melbourne.
"The 'Shop the City' event under its existing 'Only in the City' destination marketing platform has done so well driving visitation and economic uplift to the city," said McConville.
Heath Collins, national creative director of cummins&partners, said it’s been excellent collaborating with the team at the City of Melbourne on this new look.
"If you’ve been into the city recently you’ll have noticed Melbourne’s unique vibe is back in full swing. If you haven’t, then 'Shop the City' is the perfect time to head into town, get some retail therapy, and remind yourself why it’s the best city in the world," said Collins.
The campaign is now live across OOH, digital, social and video.
Credits:
Client – City of Melbourne
Director, Experience Melbourne: Lousie Scott
Senior Manager – Destination Marketing, Brand & Digital: Gabrielle Oldaker
Marketing Campaign Manager – Claire Frean
Marketing Campaign Coordinator – Irene Kalpakas
Marketing Campaign Coordinator –Tessa Browne
Agency – cummins&partners
Chief Executive Officer: Michael McConville
Chief Strategy Officer: Jeff Malone
National Managing Director: Sophie Lander
National Creative Director: Heath Collins
Art Director: Tiger Hongmung
Copywriter: Georgia Payne
Design Director: Rowan Hammerton
Finished Artist: Emma Shaw
Creative Services Director: Steven Tortosa
Director – Film & Photography: Matt Werkmeister
Senior Account Director: Jenna Collopy
Account Director: Tereza Dizdar
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