Melbournians Lampoon Sydney’s Lockout Laws With Guerrilla Marketing Campaign

Melbournians Lampoon Sydney’s Lockout Laws With Guerrilla Marketing Campaign

“Sydney-siders … Play till it’s my bed-time, not Mike Baird time;” that’s the slogan that greeted Sydney residents this week in a grass roots, guerrilla style marketing campaign by Melbourne’s Chapel Street Precinct, which is aiming to divert money from Sydney’s businesses struggling under the lockout laws.

Featuring hundreds of posters blanketed throughout Sydney’s hardest hit suburbs as well as a mobile digital advertising truck, the daring campaign depicts a life-like cartoon of NSW Premier, Mike Baird, resplendent in dirty Y-front briefs, daggy socks and carrying a 1920s candle.

This marketing move is designed to poke fun at Sydney’s lockout and drinking laws, and recommend Melbourne’s Chapel Street as a more playful alternative.

mike baird chapel st poster

“We’ve got nothing against Premier Mike Baird,” said Chrissie Maus, Chapel Street Precinct association marketing and events director. 

“We’re simply treating Sydneysiders as responsible adults.  If you are fed-up with NSW’s draconian entertainment laws that have killed off the once vibrant precincts Oxford Street and Kings Cross, there is an alternative to shop, play and stay!  Melbourne’s Chapel Street boasts some of the country’s best bubbles and bites, and it’s where revellers can party till sunrise.”

Maus said this is the first time Chapel Street has taken a stealth-like marketing campaign into Sydney’s heartland. “Melbourne’s just a short, cheap flight away and we’re about to be in the midst of Australia’s biggest sporting event, the Spring Racing Carnival, so what better time to come!”

This highly unconventional approach to marketing and promotions is the brainchild of the Chapel Street Precinct Association’s new Marketing and Events Director, Chrissie Maus, and new Association President, John Lotton, whose recent appointments herald a period of heightened activity for the precinct.

A high-profile former Nova Entertainment and Channel Seven Events and Marketing Head, Maus is well known for her bold marketing tactics.  She made history at Channel Seven where she helped take the station’s fundraising Telethon to over AUD$100million, making it the most successful charity in the world (per capita).

Former businessman, engineer, land economist and Fellow of the Institute of Company Directors, Mr Lotton is also part of the changing guard breathing new life into the precinct.

Maus said unconventional, high energy campaigns designed to excite, shock and surprise – and leave an indelible impression in the process – will be the hallmarks of all future marketing campaigns for the historic precinct, clearly differentiating it from its competitors.

“There’s little point in being ‘vanilla’ about our marketing and promotions. We’ll leave that to the shopping centres.  As a destination, Chapel Street is fun, funky and just a little out there and we need to reflect that in our marketing by pushing the boundaries, taking risks and daring to be different.”




Please login with linkedin to comment

LikeAGirl Melbourne vs Sydney San Francisco

Latest News

June 8, 2019 Mountain View / CA / USA - Google office building in the Company's campus in Silicon Valley; The
  • Technology

Google To Pay $111m To News Publishers In Canada

Google has ended a long-running stand-off with the Canadian government as it agreed to pay news publishers C$100 million (AU$111 million) every year. The Canadian government had been seeking to introduce its own version of Australia’s News Media Bargaining Code that mandated large tech platforms including Meta, and potentially TikTok and YouTube, paid news publishers […]

Thursday TV Ratings: The Chase Takes The Crown For Entertainment
  • Media

Thursday TV Ratings: The Chase Takes The Crown For Entertainment

Don’t underestimate the power of The Chase. The quiz show’s prevalence in the top 10 means it may get overlooked as we put our attention on TV’s more novel offerings.  But Seven continues to deal a very strong punch every day with its offering of The Chase and Seven News. Seven News was the most-watched […]

Image lead story Before Adland: Luke Spano’s High-Stakes Switch
  • Advertising

Before Adland: Luke Spano’s High-Stakes Switch

The advertising world is all about risk and reward — bold work can reap huge commercial success but, there’s every chance an idea or campaign could go very, very wrong. Fortunately, Luke Spano, managing director of native content firm Avid Collective is used to a high-stakes career given he was previously a professional poker player. […]

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Innocent Bystander Wines Challenge The Boring With New Campaign
  • Campaigns

Innocent Bystander Wines Challenge The Boring With New Campaign

Yarra Valley Winery Innocent Bystander has launched a new masterbrand media campaign that will sweep across the eastern seaboard. ‘Come Play in the Shadows’ is a bridge between the serious aspects of winemaking and the bright, social world of wine enthusiasts. It aims to challenge the normal, the boring and the same-same. Innocent Bystander prides itself on […]

Clean Up Australia Unveils Brand Refresh Via uberbrand
  • Campaigns

Clean Up Australia Unveils Brand Refresh Via uberbrand

Clean Up Australia today reveals a refreshed brand identity to coincide with registrations opening for Clean Up Australia Day 2024. The work was created by Sydney creative agency, uberbrand, and is in the market from this week across TV, radio, outdoor, print and digital platforms. “We are one of the nation’s longest-running environmental charities continuing […]

Musk: Advertisers “Go Fuck Yourselves”
  • Technology

Musk: Advertisers “Go Fuck Yourselves”

Elon Musk has told advertisers who are considering pulling their spend from X to “Go fuck yourselves” in an on-stage interview. It’s a pretty frank statement for the company’s owner and chief technology officer which, until recently, received 90 per cent of its revenue from advertising partners. Musk was chatting to journalist Andrew Ross Sorkin […]

Triple M Puts The Gold Back In The Gold Coast
  • Media

Triple M Puts The Gold Back In The Gold Coast

It’s the station the Gold Coast grew up with, and in a local nod to its heritage, Triple M today has been officially renamed to 92.5 Triple M Gold. 92.5 Triple M Gold has brought the good times and greatest hits back to the Gold Coast with Flan, Ali & Spida for Breakfast, South East Queensland’s very own […]

Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
  • Media

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)

Out-of-home (OOH) advertising has seen a meteoric rise in recent years – rising from 4-5 per cent of ad spend to 10-11 per cent of ad spend. Speaking to B&T, QMS CEO John O’Neill outlines his plans to move this up to 20 per cent.    Picking Up A Percentage Of Revenue From TV One […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]