'Get to the City or Get FOMO' in City of Melbourne's Latest Campaign

In a week that will see up to 75% of the workforce back in the city, Victorians are being reminded to ‘get to the city or get FOMO’ in a new body of work from City of Melbourne and Leo Burnett.

‘FOMO’ is a creative and experience platform that’s intended to bring Melburnians back into the city they love after a year of extensive COVID-19 lockdowns in Melbourne. Designed to span an array of events, activations, offers, places and money-can’t-buy experiences, FOMO provides an important platform for the city – its business owners, retailers and cultural institutions – encouraging Melburnians to actively choose the city or ‘get FOMO.’

At the heart of this platform is a bold wordmark, ‘FOMO’, that Leo Burnett designed with the City of Melbourne’s iconic M logo front and centre. It is used as a dynamic design system that communicates the brand and bespoke experiences.  

The campaign was launched via a new film, featuring comedian, Dilruk Jayasinha, who packs in a day and night of FOMO-worthy experiences, exclusive to Melbourne.

The FOMO platform will be used by the City of Melbourne and its partners to promote events and experiences happening across the city, including the NGV Triennial, Live at the Bowl, Malthouse Outdoor Stage and the Rising Festival. It also gives Victorians the chance to win a $2,500 Golden Ticket to the City, including accommodation, unique experiences and retail vouchers.

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.  

Melinda Geertz, Leo Burnett Australia CEO, says: “As Melburnians, we were passionate about helping City of Melbourne develop a strategy and creative solution that would entice people back into the city that we all love. We knew that Melburnians were missing their city, but after a year of restrictions, they needed some positive inspiration to get them back. We’re confident that FOMO will do just that.”

"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,” the Lord Mayor Sally Capp said.

"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.”