Melbourne’s Victoria Harbour precinct has a lot to offer, yet this best-kept secret was a little too well-kept and Lendlease needed a campaign to draw people in.
Based around the line ‘when are you coming?’ this campaign is an invitation to join not just a place, but a collective movement. The messaging is written as a peer-to-peer conversation, building a strong sense of connection and belonging. The idea was to ignite FOMO, suggesting an exciting place in full swing, where like-minded people, your ‘tribe’ are already doing the creative and cultured things you want to do.
Concepting. Copywriting. Messaging matrix.
(With Houston Group.)