Y&R warms up Melbourne with new campaign for 2018 Commonwealth Games on the Gold Coast

With the 2018 Commonwealth Games on the Gold Coast fast approaching, Y&R Melbourne have been running a tactical campaign to give Melbourne’s sports fans the ultimate warm-up for the big event.

While Melbourne may be the sports-capital of Australia, its weather leaves a lot to be desired. This campaign gives a taste of what it’s like to enjoy sport in Australia’s favourite holiday destination.

Footy fans have been enjoying custom designed Hot Seats – portable, heated seating that gives the feeling of watching sport on the Gold Coast. While commuters on the way to the game have warmed themselves with heated out of home panels along the chilly tram platforms, as well as having the chance to win a trip for four to see the Commonwealth Games on the Gold Coast in April 2018.

The campaign is designed to drive increased awareness in the Melbourne market and is supported by radio, digital and targeted social content.

Says Lara McKay, general manager communications and marketing at GOLDOC: “The Commonwealth Games in 2018 will be a Games like never before as it’s the first to be held in a regional city and one as beautiful as the Gold Coast. This execution takes one of the best aspects of the Gold Coast during winter – the amazing weather – to Melburnians to remind them to grab tickets for next April.

“These tactical executions are really important for us as we know there are different motivations for attending the Games in different markets but with a combination of elite sport, a beautiful destination and a vibrant arts and culture festival there is really is something for everyone.”