City of Melbourne launches new ‘Shop the City’ brand platform via cummins&partners

cummins&partners is welcoming shoppers from near and far to an unmissable weekend of retail therapy through a new platform for City of Melbourne’s Shop the City campaign.

Through its latest partnership with the City of Melbourne, cummins&partners shows the ultimate shopping experience is right in the heart of Melbourne and there is so much more in store, only in the city.

Shop the City unifies and celebrates the iconic hidden laneways and locally owned boutiques coupled with major shopping precincts housing international brands that ensure no city shopping experience is better than Melbourne.

For one weekend only, visitors are invited to shop exclusive offers, enjoy pop-ups with freebies and competitions with exciting prizes from 5 to 7 May 2023.

Says Michael McConville, CEO of cummins&partners: “We are so excited to refresh the ‘Shop the City’ event under our existing ‘Only in the City’ destination marketing platform that’s done so well driving visitation and economic uplift to the city.”

Says Heath Collins, national creative director of cummins&partners: “It’s been excellent collaborating with the team at the City of Melbourne on this new look. If you’ve been into the city recently you’ll have noticed Melbourne’s unique vibe is back in full swing. If you haven’t, then Shop the City is the perfect time to head into town, get some retail therapy, and remind yourself why it’s the best city in the world.”

The campaign is now live across OOH, digital, social and video.

For more information on the event people can visit whatson.melbourne.vic.gov.au

Client – City of Melbourne
Director, Experience Melbourne: Lousie Scott
Senior Manager – Destination Marketing, Brand & Digital: Gabrielle Oldaker
Marketing Campaign Manager – Claire Frean
Marketing Campaign Coordinator – Irene Kalpakas
Marketing Campaign Coordinator –Tessa Browne

Agency – cummins&partners
Chief Executive Officer: Michael McConville
Chief Strategy Officer: Jeff Malone
National Managing Director: Sophie Lander
National Creative Director: Heath Collins
Art Director: Tiger Hongmung
Copywriter: Georgia Payne
Design Director: Rowan Hammerton
Finished Artist: Emma Shaw
Creative Services Director: Steven Tortosa
Director – Film & Photography: Matt Werkmeister
Senior Account Director: Jenna Collopy
Account Director: Tereza Dizdar