Campaign Destination

Destination Marketing Campaign by City of Melbourne, Get to The City or Get FOMO

City of Melbourne is back with all the tastes, sounds and uniwue experiences. From incredible art to gorgeous restaurants, it's time to get to the city or get FOMO.

Launched on March 5, 2021, ‘Get to the city or get FOMO’ is the City of Melbourne’s marketing campaign that aimed to remind Victorians that there’s more to the CBD than just the office.

As three quarters of the workforce returns to work, FOMO (Fear of Missing Out) is a creative and experience platform that’s intended to bring Melburnians back into the city they love after a year of extensive COVID-19 lockdowns in Melbourne.

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.

The FOMO campaign is designed to span an array of events, activations, offers, places and money-can’t-buy experiences. FOMO provides an important platform for the city – its business owners, retailers and cultural institutions – encouraging Melburnians to actively choose the city or ‘get FOMO.’

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.

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 in a day and night of FOMO-worthy experiences, exclusive to Melbourne.

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

Get to the city or get FOMO, City of Melbourne video advert
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