Melbourne suburb mocks Sydney lockout laws in ‘guerilla-style’ campaign

NSW State Premier Mike Baird is the butt of the joke in a new poster campaign by a Melbourne precinct aiming to capitalise on issues caused by the lockout laws.

The poster features a cartoon image of Baird dressed in his underwear and a nightcap and holding a candle with the simple slogan ‘Play til it’s my bed time, not Mike Baird time’, and has been popping up on boards across Sydney’s CBD.

(click to enlarge)

(click to enlarge)

Baird has come under fire from businesses and partygoers alike for enacting stringent laws limiting when people can get into pubs and clubs, following a spate of violence in the city’s Kings Cross precinct.

The new campaign promotes the Melbourne Chapel Street precinct in the suburb of Prahran, and comes from recently-appointed marketing director Chrissie Maus.

“We’ve got nothing against Premier Mike Baird,” she said in a press release.

“We’re simply treating Sydneysiders as responsible adults. If you are fed-up with NSW’s draconian entertainment laws that have killed off the once vibrant precincts of Oxford Street and Kings Cross, there is an alternative to shop, play and stay! Melbourne’s Chapel Street boasts some of the country’s best bubbles and bites, and it’s where revellers can party till sunrise.”

Maus, whose previous roles have included Channel Seven’s Perth telethon, and roles with Nova and Australian Radio Network, added: “There’s little point in being ‘vanilla’ about our marketing and promotions. We’ll leave that to the shopping centres.

“As a destination, Chapel Street is fun, funky and just a little out there and we need to reflect that in our marketing by pushing the boundaries, taking risks and daring to be different.”


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