MELBOURNE PARK LAUNCHES ‘WHERE WE PLAY’ CAMPAIGN

Melbourne Park has launched its first campaign under the ‘Where We Play’ brand platform, created by Town Square. Celebrating shared live experiences across sport, music and entertainment, the campaign highlights the precinct’s role as a cultural hub. It follows a year in which Melbourne Park generated $2 billion in social and economic value.  

Melbourne Park has unveiled its first brand campaign under the newly launched ‘Where We Play’ platform, celebrating the precinct as Australia’s home of shared live sports, music and entertainment experiences.  

Developed by independent agency Town Square, appointed after a competitive pitch, the campaign positions Melbourne Park as a top‑of‑mind destination while reinforcing positive brand associations. It draws on the emotion, energy and atmosphere of six venues, nine national sporting teams and the world’s largest tennis Grand Slam to highlight how collective experiences make live events impossible to replicate elsewhere.  

The creative is underpinned by the insight that while events bring people to Melbourne Park, it is the crowd’s energy that transforms them into lasting memories. In 2025, Melbourne Park’s calendar, together with the Australian Open, delivered more than $2 billion in social and economic value to Victoria, attracting 3.9 million guests to 527 events.  

Danielle Moeller, founder and director at Town Square, said: “The most memorable part of any live event isn’t just what happens on stage or on the court, it’s the feeling you get from experiencing it alongside thousands of other people. When everything can now be captured, shared and replayed, ‘Where We Play’ reminds audiences that there is no substitute for actually being there.”  

Stacey Kwijas, head of marketing at Melbourne Park, added: “Melbourne Park is an unmatched destination for live experiences. From global sporting spectacles to family events, sport across four domestic codes and entertainment across a range of genres, we truly have something for everyone. ‘Where We Play’ gives us a distinctive platform to tell that story and build stronger connections with audiences.”  

The integrated campaign is running across online video, out‑of‑home and social media, with translated assets ensuring accessibility for culturally and linguistically diverse communities.