After a multi-million-dollar renovation, Melbourne Skydeck (formerly the Eureka Skydeck) is relaunching as a state of the art, interactive, must visit destination via an integrated brand campaign by Town Square across TV, OOH, digital and social.
Inspired by the vibrant, immersive nature of the new offering, ‘Melbourne on Another Level’ showcases the evolution of the Skydeck experience through the dynamic and energising quality of dance, as we follow a young girl moving through all features of the Skydeck experience. While the soundtrack ‘Dreams’ by local Melbourne group BANTA. takes the spot to new heights by balancing RnB with an almost Disney like chorus line.
The diverse new offering at Skydeck includes a state of the art virtual reality theatre, augmented reality holo-windows, the Edge experience, the highest champagne bar in the southern hemisphere, sponsored by Bollinger and of course the unique and stunning 360 views of Melbourne from one of the cities highest vantage points.
Says Brendan Day, executive creative director at Town Square: “With so much on offer we found ourselves overwhelmed with opportunity. Which funnily enough ended up inspiring the idea, especially for the TVC, bringing the overexcitement of one teenager’s experience to life through the metaphor of dance.”
Says Justine Lally, general manager marketing at Journey Beyond: “Skydeck has always been an iconic pillar of the Melbourne tourism scene, and with the renovation and brand refresh the experience has been elevated. We were excited to work with locally Melbourne based Town Square to bring the dynamic energy of this new offering to life as we relaunch it to Melbourne.”
Skydeck is part of the Journey Beyond Group, and is the first major campaign that Town Square has produced for the company since winning a competitive pitch for the integrated creative work across all 13 brands in the Journey Beyond portfolio in July of this year.
Client: Journey Beyond
GM Marketing: Justine Lally
Group Marketing Manager: Kirsty Gunn
GM Melbourne Skydeck & Eureka 89: Mark Shaw
Marketing Manager: Amy Stainlay
Creative Agency: Town Square
Executive Creative Director: Brendan Day
Art Director: Cara Brentnall
Chief Strategy Officer: Neville Doyle
Client Lead: Carly Duckworth
Client Service: Mitch Coughlin
Producers: Danny Braunstein & Anna Morris
Production Company: Collider
Director: Yeoseop Yoon
Producer: Clare McGrath
DOP: Sherwin Akbarzadeh & Christopher Miles
Lead Talent: Martha Berhane
Choreographer: Zoee Marsh & Jayden Wall
Media Agency: Wavemaker
Social Agency: Eight Clients