MELBOURNE PARK APPOINTS THINK HQ AS CREATIVE AGENCY PARTNER

Melbourne Park has appointed Think HQ as its creative agency partner on a 12‑month retainer. The agency will lead always‑on and seasonal campaigns to drive engagement and commercial outcomes across the precinct’s iconic venues. The partnership builds on Think HQ’s recent national win with The Y, strengthening its sector presence.

Melbourne Park has appointed positive change agency Think HQ as its creative services partner, following a competitive pitch process that secured the agency a 12‑month retainer. The partnership formalises the relationship between the two organisations and positions Think HQ to deliver strategic and creative support across Victoria’s premier live events precinct.  

Under the agreement, Think HQ will provide strategic thinking, creative excellence and efficient execution across Melbourne Park’s year‑round marketing activity. The agency will lead always‑on creative campaigns while developing two major seasonal sports campaigns designed to build on Melbourne Park’s recently launched ‘Where We Play’ platform. The work will focus on converting brand awareness into commercial outcomes, driving ticket sales, lead generation, event attendance and engagement across Melbourne Park’s venues and broader experiences.  

Located on the doorstep of Melbourne’s CBD, Melbourne Park is recognised as Australia’s epicentre for live experiences. It is home to some of the country’s most iconic sporting and entertainment venues, including Rod Laver Arena, Margaret Court Arena, John Cain Arena, Kia Arena, AAMI Park and Centrepiece. Each year, Melbourne Park welcomes millions of people across hundreds of events, ranging from headline entertainment and international sporting fixtures to business events and the nation’s iconic Grand Slam, the Australian Open.  

Lisa Gumbleton, Group Head Creative Strategy and Client Management at Think HQ, said the agency was energised by the appointment. “We’re pumped to formalise our relationship with Melbourne Park with this creative retainer. Being a strategic and creative partner plays perfectly into our strengths and previous work with Melbourne Park. We’re so excited to get into it.”  

Stacey Kwijas, Head of Marketing at Melbourne Park, emphasised the precinct’s ambitions for the collaboration. “As we continue to evolve Melbourne Park’s brand and positioning, we’re looking forward to working with Think HQ to create engaging campaigns that connect with audiences, drive visitation and showcase everything the precinct has to offer year‑round.”  

The partnership commenced on 1 August 2026 and marks another significant win for Think HQ, which recently secured the national brand platform and campaign for The Y (formerly YMCA Australia) after a competitive pitch process. Together, these appointments underscore Think HQ’s growing influence in the creative and marketing sector, reinforcing its reputation as a trusted partner for organisations seeking to build meaningful connections with audiences while delivering measurable commercial outcomes.