For this assignment, we are focusing on the City of Melbourne’s campaigns to get visitors back in to the city
in 2021-2022. The City of Melbourne has invested a large amount of money into large-scale marketing
campaigns to bring visitors back into the city for shopping, dining, events, and experiences.
Two examples of different campaign messages from the City, specifically:
1. Get Back to the City or Get FOMO
2. Welcome Back Melbourne
(Background information about the FOMO campaign can be found here: https://campaignbrief.com/city-of-
melbourne-says-get-to-the-city-or-get-fomo-in-new-work-via-leo-burnett-melbourne/ )
Context for A2
For Assignment 2, we are continuing to focus on the City of Melbourne and are now considering what an integrated marketing communications campaign would look like for bringing workers (back) to the city after covid-lockdowns and the working from home
(WFH) revolution. In short, you will need to consider:
– What draws are there for workers to commute into the city? Who are these workers and what are
their wants and needs?
– What unique benefits does the City of Melbourne have that might attract these workers into the city
during the weekday?
– How can we best get that message out to workers in a way that will appeal to them?
– What is the specific objective of this campaign, and what will success at this objective look like?
Specific Requirements
Questions
Section 1: Campaign Plan
1. Defining the problem statement.
- Briefly introduce the City and the issue. Use industry and statistical sources where necessary
to outline the problem the City is facing that your campaign will help solve. - Explain what, if anything, is the City currently not doing that it needs to be in order to
flourish and thrive at their stated aims of bringing daytime workers back to the City?- Make any necessary reference to competitors (including alternate activities or
options workers have), industry factors and trends, and technological changes or
advancements which may help you define the problem. - Relate to the City position and other communications. Highlight any issues of
confusion or issues that you find relevant.
- Make any necessary reference to competitors (including alternate activities or
- Briefly preview in one sentence how your campaign will help address this problem.
