Melbourne Park has unveiled its first brand campaign since launching its new ‘Where We Play’ brand platform, celebrating the precinct’s role as the home of shared live sports, music and entertainment experiences.
Created by Melbourne independent agency Town Square, which was appointed following a competitive pitch, the campaign is designed to establish Melbourne Park as a top-of-mind destination in Australia, while strengthening positive brand associations.
Bringing together the emotion, energy and atmosphere of its six venues, nine national sporting teams and a large tennis Grand Slam, the creative captures how shared experiences make attending live sport, music and entertainment impossible to replicate anywhere else. It is underpinned by the insight that while events may bring people to Melbourne Park, it is the collective energy of the crowd that transforms them into something memorable.
Together with the Australian Open, Melbourne Park’s year-round calendar of events delivered more than $2 billion in social and economic value to Victoria in 2025, attracting 3.9 million guests to 527 events.
“The most memorable part of any live event isn’t just what happens on stage or on the court, it’s the feeling you get from experiencing it alongside thousands of other people. When everything can now be captured, shared and replayed, ‘Where We Play’ reminds audiences that there is no substitute for actually being there. As a proudly Melbourne agency, it has been a privilege to work with Melbourne Park to help bring their vision for the precinct to life,” said Danielle Moeller, founder and director at Town Square.
“Melbourne Park is an unmatched destination for live experiences. From global sporting spectacles, to events for families, sport across four domestic codes and entertainment across a range of genres, we truly have something for everyone. ‘Where We Play’ gives us a distinctive platform to tell that story and build a stronger connection between Melbourne Park and our audiences. The campaign celebrates what makes live experiences so powerful, the energy and emotion created by the millions of people who come together here every year,” added Stacey Kwijas, head of marketing at Melbourne Park.
The Where We Play integrated campaign is running across online video, out-of-home and social media, including translated social assets for culturally and linguistically diverse audiences.
Credits:
Client: Melbourne Park
Head of Marketing: Stacey Kwijas
Marketing Campaign Advisor: Simone Lam
Brand Strategist: Fiona Gray
Brand and Design Advisor: Frankie Holzer
Creative Agency: Town Square
Executive Creative Director: Brendan Day
Chief Strategy Officer: Jeff Malone
Design Director: Luke Henley
Senior Account Director: Rochelle Vaisanen
Video Editor: Jimmy Walker
Finished Artist: Anthony Biewer
Head of Production: Anna Morris
