Public Transport Victoria Activates ‘Melbourne’s Longest Ever Encore’ Via Y&R Melbourne

Public Transport Victoria Activates ‘Melbourne’s Longest Ever Encore’ Via Y&R Melbourne
SHARE
THIS



Melbourne band Pierce Brothers have performed ‘Melbourne’s Longest Ever Encore’, playing all over the city until 4:30 AM as part of a new campaign by Public Transport Victoria (PTV).

To demonstrate how all-night public transport on weekends can connect you to locations across Melbourne until the early hours, the band caught the Night Network from venue to venue.

The encore kicked off with a sold-out show at Sooki Lounge before heading to some of Melbourne’s most iconic music destinations, with a few special performances on trams and trains along the way.

In collaboration with Mushroom Group, Y&R Melbourne created the activation as part of PTV’s ongoing ‘Explore the Night’ campaign and filmed the event to create content that will appear across social media.

Philip Askew, general manager of marketing and digital at PTV, said: “It’s great to be able to build on the ‘Explore the Night’ campaign and showcase how fun, safe and easy it is to get around Melbourne on the Night Network.”

James Wills, creative director at Y&R Melbourne, said: “Melbourne is the home of live music in Australia and it’s the city that comes alive after midnight.

“‘Melbourne’s Longest Ever Encore’ brought all of that together, and it was all possible thanks to the Night Network.”

CREDITS

Public Transport Victoria

General manager of marketing and digital: Philip Askew

Marketing manager, products: Jess Wickham

Marketing coordinator, products: Laura Barbante

Y&R Melbourne

Chief creative officer: Paul Nagy

Executive creative director: Jake Barrow

Creative director: James Wills

Executive producer: Sheridan Wadelton

Producer: Jules Callan

Production coordinator: Annie Thiele

Group account director: Matthew Hunt

Account executive: Thom Wilson

Editor: Jon Holmes

Mushroom Group

Head of government and education: Adam Jankie

Project director: Megan Tudor

Project manager: Rebecca Schaefer

Lemon Tree Music

Artist management: David Morgan and Regan Lethbridge

Artist: Pierce Brothers (Patrick Pierce and Jack Pierce)

Please login with linkedin to comment

Melbourne’s Longest Ever Encore Mushroom Group Pierce Brothers PTV Public Transport Victoria Y&R Melbourne

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine