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.
With Kylie already generating strong cultural attention during her Australian tour, the campaign was designed to tap into that momentum while creating a distinct Left Bank identity. The photoshoot became the creative anchor, establishing a bold, fashion-led visual direction that carried across the campaign and venue experience.
The core audience was women aged 20–35, with Valentine’s Day extending the campaign to couples across a broader demographic. Physical moments within the venue were designed with social sharing in mind, extending the campaign beyond owned channels.
EXECUTION
The campaign photoshoot was conceived, art directed and styled in house, forming the creative foundation for the campaign and setting the visual direction across digital and in venue touchpoints.
The campaign was brought to life across:
The campaign was brought to life across:
• Kylie Minogue Wines integrated into the Left Bank menu, supported by a cocktail range named after Kylie hits
• Cocktail bar activation with a custom media wall, florals and campaign creative
• A dedicated bathroom installation designed as a high impact social moment
• Galentine’s influencer event generating collaborative content across creator channels
• Valentine’s Day set menu and beverage package promoted across owned channels, selling 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
