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Image of Pierce Brothers playing in train

PTV activates ‘Melbourne’s Longest Ever Encore’ via Y&R Melbourne

04 April 2018

Popular Melbourne band Pierce Brothers have performed ‘Melbourne’s Longest Ever Encore’, playing all over the city until 4:30 AM. To demonstrate how all-night public transport on weekends can connect you to locations across Melbourne until the early hours, the band caught the Night Network from venue to venue.

The encore kicked off with a sold-out show at Sooki Lounge before heading to some of Melbourne’s most iconic music destinations, with a few special performances on trams and trains along the way. 

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Y&R Melbourne created the activation as part of PTV’s ongoing ‘Explore the Night’ campaign, and filmed the event to create content that will appear across social media.

Philip Askew, General Manager, Marketing and Digital, PTV, says: “It’s great to be able to build on the ‘Explore the Night’ campaign and showcase how fun, safe and easy it is to get around Melbourne on the Night Network.”

James Wills, Creative Director, Y&R Melbourne, says: “Melbourne is the home of live music in Australia and it’s the city that comes alive after midnight. ‘Melbourne’s Longest Ever Encore’ brought all of that together, and it was all possible thanks to the Night Network.”

 

CREDITS

Client: PTV

General Manager, Marketing and Digital: Philip Askew

Marketing Manager, Products: Jess Wickham

Marketing Coordinator, Products: Laura Barbante

 

Creative Agency: Y&R Melbourne

Chief Creative Officer: Paul Nagy

Executive Creative Director: Jake Barrow

Creative Director: James Wills

Executive Producer: Sheridan Wadelton

Producer: Jules Callan

Production Coordinator: Annie Thiele

Group Account Director: Matthew Hunt

Account Executive: Thom Wilson

Editor: Jon Holmes

 

Mushroom Group:

Head of Government and Education: Adam Jankie

Project Director: Megan Tudor

Project Manager: Rebecca Schaefer

 

Lemon Tree Music:

Artist Management: David Morgan 

Artist Management: Regan Lethbridge

Artist: Patrick Pierce 

Artist: Jack Pierce