Bank of Melbourne wanted to re-introduce Melburnians to their own city and reward them for exploring new places. That's why we partnered with premier food and drink publication, Broadsheet, to create an interactive and tasty tour of Melbourne.
Using Melbourne's famous square grid layout as inspiration, we branded these diverse cultural pockets as ‘The Quarters’. Each month, Melburians were taken on a visual tour of a 'Quarter' and tested with inimate questions about particular venues within that part of the city. If answered correctly, Melburnians had the chance to win a perfect day in that Quarter, which involved wining, dining, shopping and exclusive access to art galleries.
Over the 10 month campaign, a comprehensive video tour was created, along with press coverage and boutique guides produced for in branch.