City of Melbourne launched brand campaign via By All Means, AMPR

To launch the City of Melbourne’s new Only in the City brand campaign and increase visitation to the city, By All Means and AMPR have teamed up to create Supermelbourne.

The announcement:

Supermelbourne is an experiential activation that showcases the exceptional food, fashion, retail, art and entertainment that can only be experienced in the city. Supported by PR, social and outdoor, the campaign was created by By All Means in partnership with AMPR for amplification and communications and Twenty3 Group for activation and event production.

Over five days, Supermelbourne transforms Howey Place into an aboveground, underground experience comprising a fully immersive, subterranean installation pushing the boundaries of urban art with a multi-sensory collaboration between Melbourne mural artists Drez and George Rose, and experiential artist Kit Webster matched with a line-up of Melbourne’s finest DJs and electronic acts.

During the opening celebration weekend, attendees navigated collaborations from a vibrant cross-section of the city’s local creatives, chefs, artists, baristas and more, including:

  • Scott Pickett x The Alley Edition – pairing the city’s rich coffee culture with Chancery Lane’s iconic macaron.
  • Ross Magnaye (Serai) x Luke Whearty (Byrdi) – dishing up wood-fired Manila meets Melbourne canapes against a signature Supermelbourne cocktail.
  • Drez x Kit Webster x George Rose – pushing the boundaries of urban art with a fully immersive, multi-sensory underground art installation.
  • Finely curated DJs and live electronica – celebrating Melbourne’s thriving music industry with 10 of Melbourne’s best underground electronic artists and DJs.
  • Quintessential Supermelbourne apparel designed by artist/illustrator, Oslo Davis x much-loved lifestyle brand, Kip&Co.

Lord Mayor Sally Capp said, “Only in the City is the sum of all of the unique parts that make Melbourne the most liveable city in Australia – where people travel from all corners of the globe to experience.”

“Melbourne has a magnetism that comes from our top-tier hospitality, retail and entertainment industries. We want to celebrate those experiences, because they only happen here in the city.”

“We’re inviting Melburnians and visitors to revel in all that we love about our city first-hand at Supermelbourne this weekend.”

By All Means creative partner, Toby Cummings, said, “Melbourne is one of the world’s most creative cities, and we wanted to make something that celebrates it. Something that couldn’t be done anywhere else.”

“And full credit to the City of Melbourne marketing team and the Councillors for being brave enough to try something that’s never been done before. We consider that to be real proof of this city’s creative spirit.”

Supermelbourne opening weekend was 22-23 October, with the exhibition open until 26 October in Howey Place, Melbourne.

Client – City of Melbourne
Director, Experience Melbourne: Lousie Scott
Senior Manager – Destination Marketing, Brand & Digital: Gabrielle Oldaker
Producer, Premier Events: Annette Vieusseux
Project Manager: Kate Elder
Social Media & Content Manager: Danielle Poulos
Marketing Officer, Destination Melbourne: Laura Hogan
Agency – By All Means
Managing Partner: Georgie Pownall
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Britt Manning
Creative: Ash Gotti
Creative: Jacob Redding
Finished art: Joanne Gerace
Film & photography: Ash Koek
Public Relations – AMPR
Managing Director: Sarah Gale
Communications Director: Ashleigh Bonica
Communications Manager: Amber Browning
Production Company – Twenty3 Group
Sponsorship & Events Director: Ricky Marcy

Event Producer: Lara Goldingay

Source: By All Means


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