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
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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)

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

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