All Victorians are being reminded about the amazing and unique experiences Melbourne has to offer, as part of a major advertising blitz to bring the buzz back to our city.
The City of Melbourne has launched a five month campaign featuring Sri Lankan-Australian comic, Dilruk Jayasinha, racing around Melbourne trying to experience everything the re-opened city has to offer.
The FOMO campaign highlights some of Melbourne's unique and world-class experiences and delivers city-based activations and special offers.
The visitor economy contributed $18 billion to Melbourne's Gross Regional Product in 2018-19 and generated employment for 142,300 people.
The campaign will promote events happening across the city including the Malthouse Outdoor Stage, NGV Triennial (until Sunday 18 April), and the Rising Festival (Wednesday 26 May to Sunday 6 June 2021).
The campaign also gives Victorians the chance to win a $2000 Golden Ticket to the City, including accommodation, unique experiences and retail vouchers.
Dilruk Jayasinha is known to Melbourne audiences through his appearances on Have You Been Paying Attention, Utopia, Hughesy We Have a Problem, I'm a Celebrity Get Me Out of Here and Laugh Out Loud.
The FOMO campaign is the result of a partnership between the City of Melbourne and the Victorian Government through the $100 million Melbourne City Recovery Fund.
Other activations recently include 18 large-scale floral installations to welcome people back to the city, pop-up busking from celebrity performers including Daryl Braithwaite and Tones and I, and reactivation grants of up to $100,000 to help event organisers deliver COVID-safe events in 2021.
The campaign is supported by News Limited, Broadsheet, and Channel Nine and will run until July 2021.
To view the campaign go to: whatson.melbourne.vic.gov.au/FOMO
The commercial is available here.
Quotes attributable to Lord Mayor Sally Capp
"Marvellous Melbourne is world-renowned for live music, the biggest sporting events and boutique laneway bars. We are reminding everybody of all the things that are great about our city," the Lord Mayor said.
"This is the most significant promotional campaign we've delivered in a decade because it's so important to draw people back to the city and get cash registers ringing again.
"Melbourne is at its best when people come together to participate in the amazing experiences on offer, whether it's fine dining, an international film festival, a live music event or a fashion show."
Quotes attributable to City Activation Portfolio Chair Councillor Roshena Campbell
"The FOMO campaign is designed to attract people from across the state to Melbourne to start spending in the city," Cr Campbell said.
"We want people to fall back in love with Melbourne and, in doing so, help to support our city's economic recovery."
| What's On in Melbourne | Dates |
| Embla Rooftop Cinema: Enjoy drinks and movies at sunset | On now |
| Malthouse Outdoor Stage: purpose-built amphitheatre in the Malthouse Theatre courtyard. | On now |
| Live at the Bowl | On now |
| NBL Cup: Nine teams, 36 games | On now |
| Imaginaria: An immersive illuminated play experience for all ages | On now |
| MPavilion Parkade: free panels, workshops, performances, installations and kid-friendly experiences. | Until Monday 5 April |
| NGV Triennial: Featuring 86 projects by more than 100 artists, designers and collectives from more than 30 countries. | Until Sunday 18 April |
| Come from Away, Comedy Theatre, 240 Exhibition Street | Until 21 March |
| Melbourne Fashion Festival: World class runways and shopping events | Thursday 11 to Saturday 20 March |
| Melbourne International Comedy Festival | Wednesday 24 March - Sunday 18 April |
