Melbourne Star Observation Wheel has appointed marketing communications agency Keep Left as its national public relations partner, to drive external communications in collaboration with its in-house sales and marketing team.
Melbourne Star Observation Wheel has tasked Keep Left with increasing the brand exposure of the Melbourne Star, along with growing visitation with both the locals and tourists.
The scope includes public relations, influencer management, strategic partnerships and events.
Keep Left’s appointment comes alongside strong growth in visitation for Melbourne Star, which recently reported over 25% year-on-year increase in the international tourism market.
Melbourne Star Observation Wheel’s Head of Sales and Marketing, Nicole Hill explained that Melbourne Star is looking to reposition from a tourist attraction to an experiential venue ahead of its two millionth passenger in 2020.
“Melbourne Star Observation Wheel has been successfully operating as an attraction for six years, and we continue to see significant visitation growth from both local and international markets,
“Bringing Keep Left on board is a strategic move to position Melbourne Star as an intrinsic part of Melbourne – a natural extension of the city’s popular events, celebrations and must-do tourist itinerary.”
Keep Left CEO Caroline Catterall said the agency – which has just celebrated its 18th birthday – welcomed the opportunity to work more closely in the travel and tourism space.
“The addition of Melbourne Star Observation Wheel to Keep Left’s diverse portfolio leverages industry expertise across our Strategy, Creative, PR and Digital + Experience departments – as well as the teams’ passion for the industry.
“We’re excited to support Melbourne Star in its next phase of growth, re-positioning it to become an intrinsic part of the tourism and events scene in Melbourne.”
Keep Left’s client portfolio across its multi-disciplinary business includes Kathmandu, ME Bank, University of Melbourne, FIJI Water, NEFF, Charter Hall, Experian, and Guide Dogs.
