The recent White Night extravaganza saw the Melbourne brand injected with vivacious culture Botox treatment. Dubbed the ‘schoolies of culture’, the White Night festival is a leading example of an exceedingly successful place-branding campaign.
Market research suggests that Melbourne is perceived not only as one of the world’s most liveable places, but as Australia’s most vibrant, creative and ‘edgy’ city with both hidden and prominent treasures.
This festival showcased everything Melbournians pride themselves on and lucratively marketed those qualities. Melbourne is renowned as a charismatic city offering an abundance of trendy bars, sophisticated galleries, yuppy fashion boutiques, quirky cafe-littered laneways, and heritage architecture. White Night complimented, celebrated and amplified the hipster ambience that locals love to indulge in over a chai latte on a sunny Sunday afternoon.