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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RESULTS
$8,304
KYLIE MINOGUE WINES REVENUE ACROSS THE MONTH, EXCLUDING VALENTINE'S DAY PACKAGE
KYLIE MINOGUE WINES REVENUE ACROSS THE MONTH, EXCLUDING VALENTINE'S DAY PACKAGE
$34,577
TOTAL REVENUE ON VALENTINE'S NIGHT
TOTAL REVENUE ON VALENTINE'S NIGHT
968 COMPETITION ENTRIES ON A SINGLE ORGANIC POST
VALENTINE'S DAY SOLD OUT FOR THE FIRST TIME IN THE VENUE'S HISTORY
KYLIE MINOGUE PERSONALLY COMMENTED ON THE LAUNCH POST
GALENTINE'S INFLUENCER EVENT GENERATED 58 STORIES AND 8 REELS ACROSS A COMBINED AUDIENCE OF 1.3M+ FOLLOWERS
OBJECTIVE
With Kylie Minogue touring Australia in February, the timing aligned with a partnership with her wine label. The objective was twofold. First, to introduce Kylie Minogue Wines to the Left Bank menu and drive sustained sales across the month through a dedicated campaign platform. Second, to create a Valentine’s Day experience strong enough to sell out, using the partnership to elevate the occasion beyond a standard set menu.
APPROACH
The concept, creative direction and activation plan were developed and presented to Oatley Wines alongside a venue walkthrough, securing their investment in the physical activation.
Kylie was already generating strong cultural attention in Australia during her February tour, and the partnership tapped into that momentum. Rather than a standard brand integration, the campaign was designed to feel considered and cohesive, with each element working together to drive both awareness and conversion. The photoshoot acted as the creative anchor, setting the tone across every touchpoint from launch.
The core audience was women aged 20–35, with Valentine’s Day expanding this to include couples across a broader demographic. Key moments, particularly the bathroom activation, were designed to resonate strongly on social and drive organic sharing.
EXECUTION
The campaign photoshoot was conceived, art directed and styled in-house, forming the creative foundation for the entire campaign. The imagery rolled out across digital and in-venue touchpoints, setting the tone for the visual identity from launch.
The cocktail bar was activated with a custom media wall, featuring Kylie Minogue Wines branding, florals and campaign messaging. The women’s bathroom was also transformed, creating a high-impact, highly shareable moment within the venue.
Kylie Minogue Wines were integrated into the Left Bank menu for the duration of the campaign, supported by a series of campaign cocktails named after Kylie hits. This created a cohesive drinks offering designed to drive both trial and repeat orders throughout the month.
A Galentine’s influencer event drove mid-campaign momentum, generating collaborative reels, posts and stories that extended reach beyond owned channels.
The Valentine’s Day set menu and beverage package were marketed across all channels and sold out for the first time in the venue’s history.
SOCIAL PERFORMANCE
60,963 total views | 32,267 total reach
4,689 average views | 2,482 average reach per post
Peak: 11,897 views | 5,265 reach | 178 interactions
60,963 total views | 32,267 total reach
4,689 average views | 2,482 average reach per post
Peak: 11,897 views | 5,265 reach | 178 interactions
