LEFT BANK MELBOURNE | BRAND PARTNERSHIP & CAMPAIGN
A month long venue activation and campaign partnership with Kylie Minogue Wines, timed to coincide with Kylie's Australian tour.
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OBJECTIVE
With Kylie Minogue touring Australia in February, the timing felt right for a partnership with her wine label. The objective was twofold. First, to introduce Kylie Minogue Wines to the Left Bank menu and drive wine sales throughout the month by giving the listing a campaign behind it rather than just a menu addition. Second, to create an event experience around Valentine's Day compelling enough to sell it out for the first time, using the partnership to elevate the occasion beyond a standard set menu offer.
APPROACH
The concept, creative direction and activation plan were developed and presented to the Oatley Wines head of brand and sales representative alongside a venue walkthrough, securing their financial contribution to the physical activation.
Kylie was already generating significant cultural attention in Australia with her February tour, and the partnership tapped directly into that momentum. Rather than a standard brand integration, every element of the activation was built to feel considered and campaign-led, giving guests a reason to engage with the wines throughout the month and a reason to book for Valentine's Day specifically. The photoshoot was the creative anchor for the whole campaign, with the imagery setting the tone across every touchpoint from the moment the campaign launched.
The target audience was women aged 20 to 35, though the campaign drew a broader demographic. Valentine's Day brought in couples across a wider age range, and the bathroom activation in particular resonated strongly with a younger female audience on social media.
EXECUTION
The campaign photoshoot was conceived, art directed and styled entirely in-house and became the creative foundation for everything that followed. The imagery ran across all digital and in-venue touchpoints throughout the month and set the tone for the campaign's visual identity.
The cocktail bar was activated with a media wall installation in pink and Kylie Minogue Wines branding for the month. The women's bathroom was transformed with a floral installation, campaign decals and branded messaging, creating a moment guests wanted to photograph and share.
Kylie Minogue Wines was introduced to the Left Bank menu for the duration of the campaign, with all in-venue activity, digital content and marketing designed to drive awareness and sales of the range throughout February. Three cocktails were also developed exclusively for the campaign, each named after a Kylie hit, sitting alongside the wines as part of a cohesive drinks offering that ran across the month.
An influencer event was held to launch the campaign, generating collaborative reels, posts and stories across attendee channels that extended reach well beyond owned audiences.
A social media competition was run offering two VIP tickets to Kylie's show, dinner at Left Bank and a chauffeured ride to the venue. The prize mechanic drove significant engagement and introduced the campaign to a wider audience.
The Valentine's Day set menu and Kylie Minogue Wines beverage package was marketed across all channels throughout the campaign and sold out for the first time in the venue's history.
When the campaign launched, Kylie Minogue herself commented on the post.
RESULTS
5X
MARGARITA REVENUE VS PRIOR MONTH
MARGARITA REVENUE VS PRIOR MONTH
28%
OUTPERFORMED BEST SELLING COCKTAIL
OUTPERFORMED BEST SELLING COCKTAIL
$85,740
TWO MONTH CAMPAIGN REVENUE
TWO MONTH CAMPAIGN REVENUE
58.6%
EDM OPEN RATE
EDM OPEN RATE
