Let’s Melbourne Again: Businesses unite in campaign to bring Victorians back to CBD
The CBD has become something of a ghost town through lockdowns, but business leaders hope a series of special deals and fun initiatives will lure visitors back and restore Melbourne’s status as the most liveable city in the world.
Victoria
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Melburnians are being urged to get ready to bring the city back to life.
Some of the biggest names in business are backing the Let’s Melbourne Again campaign, which aims to reinvigorate the city and support its economic recovery from COVID-19.
Creative company Clemenger BBDO Melbourne, which has been based in the city for 75 years, is behind the campaign, which has the backing of 7-Eleven, ANZ, Carlton Draught and Village Cinemas as well as the City of Melbourne.
Clemenger chief executive Jim Gall said the company wanted to help Melbourne get back on its feet.
“We’ve lost our swagger, we’ve lost our confidence,” Mr Gall said.
“We felt it was critical to put together a campaign to help support Melburnians to build confidence in our great city and once again make Melbourne the most liveable city in the world
“We’re aiming to inspire, influence and, most importantly, restore hope and support the economic recovery of our great city.”
Some of Melbourne’s most high-profile businesses have signed up to attract people back to the city by hosting fun initiatives and special deals in coming weeks.
Small businesses in the CBD that have been doing it tough, such as coffee shops tucked away in laneways, haven’t been forgotten.
Mr Gall said they would support smaller operators by providing free collateral and digital assets for businesses to create their own offers, like pay-it-forward incentives.
Media personality Russel Howcroft, from 3AW, encouraged everyone to get involved.
“For me, Melbourne is about friends, family, food and the MCG,” Howcroft said.
“And I can’t wait to go deep on all fronts. Come on, let’s Melbourne again.”
Melbourne has endured some of the strictest lockdown measures in the world.
But as case numbers drop, people are increasingly looking forward to the easing of restrictions and the freedom it will bring.
“We want to bring joy to Melburnians and entice the community out of their homes and back to the city,” Mr Gall said.
“It’s about building people’s confidence to enjoy all the wonderful things Melbourne has to offer.
“We miss what Melbourne has stood for so much, we miss our coffees, we miss our favourite proprietors, we miss our colleagues and our shopping.”
A television ad, serving as an ode to things only Melburnians can relate to as the city emerges from lockdown, includes walking the bluestones again, doing hook turns in the rain, lining up for dim sims and avoiding outbound on the “Tulla”.
The ad is narrated by Indigenous rapper Briggs and was shot by a group of Melbourne-based filmmakers and photographers.
Mr Gall said the campaign was being conducted in line with current Victorian COVID-19 restrictions.
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The campaign’s supporting partners include 7-Eleven, AAMI, ANZ, AFL, Australia Post, BMW, Bupa, Carlton Draught, City of Melbourne, Coles, Committee for Melbourne, Crown, La Trobe University, McDonald’s, Myer, NAB, Officeworks, Origin Energy, PwC, Slack, Tennis Australia and Village Cinemas.
Other supporters include The Arts Centre Melbourne, Beyond Blue, Buxton Contemporary, MTC and the National Gallery of Victoria.