City of Melbourne taps FOMO in the ‘most significant’ campaign for the decade

As three quarters of the workforce returns to work, City of Melbourne is reminding Victorians that there’s more to the CBD than just the office.

Launching new creative platform ‘Get to the city or get FOMO’ (fear of missing out), the campaign will span advertising, events, activations, offers and money-can’t-buy experiences, designed to get hospitality and entertainment vendors in Melbourne back on their feet.

Events and experiences endorsed by City of Melbourne, such as the NGV Triennial exhibit, Live at the Bowl, Malthouse Outdoor Stage and the Rising Festival, will be indicated with a FOMO wordmark that uses the city’s M logo at the centre.

Further to the campaign, City of Melbourne is offering residents a chance to win a $2,500 golden ticket to the city which includes accomodation, participating experiences, and retail vouchers.

The campaign, from Leo Burnett, launches with a clip starring comedian Dilruk Jayasinha racing through the city to experience as much of it as he can.

“As Melburnians, we were passionate about helping City of Melbourne develop a strategy and creative solution that would entice people back into the city that we all love,” said Leo Burnett CEO, Melinda Geertz.

“We knew that Melburnians were missing their city, but after a year of restrictions, they needed some positive inspiration to get them back. We’re confident that FOMO will do just that.”

According to Melbourne Lord Mayor, Sally Capp, the campaign is the most significant the city has launched in a decade, given the impacts of the prolonged lockdown it underwent in 2020.

The FOMO campaign is the result of a partnership between the City of Melbourne and the Victorian Government through the $100 million Melbourne City Recovery Fund.

Capp added: “Melbourne is at its best when people come together to participate in the amazing experiences on offer, whether
it’s fine dining, an international film festival, a live music event or a fashion show.”


Client: City of Melbourne
Agency: Leo Burnett Melbourne
Media: Zenith
Production Company: Guilty


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