Melbourne Park Puts Crowd Energy at Center of ‘Where We Play’

Melbourne Park has unveiled its first brand campaign since launching its ‘Where We Play’ brand platform, with the new work created by Melbourne independent agency Town Square.

The campaign focuses on Melbourne Park as a destination for shared live sports, music and entertainment experiences, bringing together activity across its six venues, nine national sporting teams and the world’s largest tennis Grand Slam.

The creative is built around the idea that while events bring people to Melbourne Park, the collective energy of the crowd contributes to the experience. The campaign also highlights the difference between attending live events and experiences that can be captured, shared and replayed.

Town Square was appointed to create the campaign following a competitive pitch.

“The most memorable part of any live event isn’t just what happens on stage or on the court, it’s the feeling you get from experiencing it alongside thousands of other people,” said Danielle Moeller, founder and director, Town Square.

“When everything can now be captured, shared and replayed, ‘Where We Play’ reminds audiences that there is no substitute for actually being there. As a proudly Melbourne agency, it has been a privilege to work with Melbourne Park to help bring their vision for the precinct to life.”

“Melbourne Park is an unmatched destination for live experiences,” said Stacey Kwijas, head of marketing, Melbourne Park.

“From global sporting spectacles, to events for families, sport across four domestic codes and entertainment across a range of genres, we truly have something for everyone. ‘Where We Play’ gives us a distinctive platform to tell that story and build a stronger connection between Melbourne Park and our audiences. The campaign celebrates what makes live experiences so powerful, the energy and emotion created by the millions of people who come together here every year.”

Credits

Client: Melbourne Park
Head of Marketing: Stacey Kwijas
Marketing Campaign Advisor: Simone Lam
Brand Strategist: Fiona Gray
Brand and Design Advisor: Frankie Holzer

Creative Agency: Town Square
Executive Creative Director: Brendan Day
Chief Strategy Officer: Jeff Malone
Design Director: Luke Henley
Senior Account Director: Rochelle Vaisanen
Video Editor: Jimmy Walker
Finished Artist: Anthony Biewer
Head of Production: Anna Morris