City of Melbourne unveils ‘Only in the City’ work via newly appointed agency Cummins&Partners
After being awarded the creative account following a competitive pitch, Cummins&Partners Melbourne will debut its first work for the City of Melbourne this week.
The fresh, flexible and data-driven ‘Only in the City’ work is designed to celebrate the much loved and unique aspects of Melbourne, by showcasing the rich diversity of the city, with its thriving business, tourism, arts and cultural community – all world class experiences that cannot be replicated anywhere else.
Says City of Melbourne City Activation portfolio lead Councillor Roshena Campbell: “It’s great to see the Only in the City campaign come to life in partnership with Cummins&Partners.
“Through the campaign, we aim to further cement Melbourne as a top visitor destination. Only in the City celebrates all that is unique and distinctive about our magnetic city.
“It reminds people of what they love about Melbourne with the opportunity to profile what is new and different across world-class events, retail, hospitality, and essential experiences only found in the city.”
Says Michael McConville, global CEO at Cummins&Partners: “There are clients that you always want to work with and here, the City of Melbourne is most certainly one of them.”
Says Sean Cummins, founder: “Cummins&Partners is 100% independently owned and we’re proud of our Melbourne roots, so for us, it’s personal. This work states a real truth of what the city can provide that other places can’t. And it does it with a vibrancy, colour and tone that will help people see themselves right back in the heart of it all.”
7 Comments
Seriously. This is what my taxes pay for ? Can we please stop wasting opportunities to make great work. There are a bedazzling amount of lack lustre campaigns floating around these days. This is now another .
Doesn’t look super exciting to me.
I rather liked the FOMO, and isn’t miles different in terms of the insight being leveraged.
Would have been good to extend that into a more ownable branded platform. Especially for City of Melbourne, the spend just ain’t that big to be chopping and changing – why bother starting over?
Impossible to make a judgement on this work based on 3 still images. Content, site, social, promo, listings, management etc etc etc. Outdoor ads are one piece of a big puzzle
On a side note, I think it’s only right to credit the other people involved in when you promo your part in it
This brief has been around for years (even pre-covid) and pretty much results in similar output every year – which I highly doubt is from lack of trying from the agency. This is just what the Government buys because it’s similar to what has preceded it with a new wrapper – of which I think this one is pretty good.
I went into the city on the w/e. It looked and felt, tired, lacklustre and grubby. The whole place needs a makeover not a campaign. Bit sad to see the city I love looking so lost.
I was there on Sat and it was looking stunning.
I’ve seen the ads, I’ve read the website and still don’t know what the hell this is,
A creative joke!!