COME FLY WITH ME
starting at the start
When the Melbourne Star came back after 5 years of repairs it needed a fresh start and I was responsible for delivering it.
Turning The Melbourne Star into a tourist attraction again required a multi-faceted but integrated strategy, consisting of 3 main elements:
Rebranding: augmenting the wheel by packaging it as a series of experiences that would entice the public to give it a try
Publicity: driving awareness with a major publicity campaign
Website redesign: overhauling the Melbourne Star’s website to better showcase it and sell key messages, and improving online ticketing to maximize off-site sales
COME FLY WITH ME
We reimagined the Melbourne Star as two experiences – daytime fun for families & tourists, and evening sophistication for twenty & thirtysomethings – united under the branding “Come Fly With Me”.
New products were created as part of this, such as “Sparkling Sunset” flights where patrons could enjoy champagne and music while taking in the stunning sunset views.
Supported with an integrated media buy we drenched the city with the promise of a re-imagined attraction leveraging outdoor, radio and key tourism partners.
The campaign was the start of of something new in Melbourne and as ticket sales increased Melbournians left a tarnished memory behind and focused on a new experience.