A distinctly ‘Melbourne’ pop-up experience is at the heart of a new campaign by the City of Melbourne, designed to celebrate the city and encourage visitation.
The Only in the City campaign showcases the unique fibres that make up Melbourne’s cultural fabric – the exceptional food, fashion, retail, art and entertainment that can only be experienced in the city.
The $4 million integrated marketing campaign will be rolled out across multiple channels, boosting the city economy and supporting thousands of jobs.
To mark the launch of Only in the City, an unmissable pop-up event will showcase all that makes Melbourne, Melbourne.
The Supermelbourne activation will transform three shopfronts in the iconic Howey Place into a one-of-a-kind experience from Saturday 22 October until Wednesday 26 October.
During the opening weekend there will be freebies for best-dressed visitors, as well as limited on-the-spot giveaways.
Attendees will navigate through an array of quintessentially Melbourne experiences – from spectacular food and drinks, live entertainment and an immersive underground art, music and light installation.
The bustling family-friendly event program will showcase 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
- Serai x Byrdi – dishing up fire Filipino canapes and a signature Supermelbourne cocktail
- DREZ x Kit Webster x George Rose – pushing the boundaries of street art with a fully immersive street, light and sound underground art installation
- Pjenné x J Nett – celebrating Melbourne’s thriving music industry with two DJs on the decks
- Oslo Davis x Kip & Co – quintessential Supermelbourne apparel designed by a cartoonist and illustrator.
City visitors contributed more than $6.74 billion to the local economy last year, creating almost 86,000 jobs and continuing Melbourne’s sustained economic bounce back.
The campaign will drive further visitation, create more jobs, increase spending and grow the economy, in line with Council’s ambitious Economic Development Strategy 2031.
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