In May 2002, the City of Melbourne launched a new branding strategy centred on a dynamic and contemporary word logo designed to lift the city’s profile locally, nationally and globally. The Me!bourne brand (‘that’s me, that’s Me!bourne) aims to create a consistent signature for Melbourne and promote the city as a destination locally, nationally and internationally.
The City of Melbourne commissioned advertising agency Clemenger Harvie Edge to develop the branding, which is emblazoned on super banners, entrances to the city and at Tullamarine Airport. The Victorian Government, Tourism Victoria and other industry groups have supported the branding strategy, which has been used at events, such as the 2003 Australian Tennis Open, the Australian Motorcycle Grand Prix and the recent Kostya Tszyu world title boxing match.
A concerted television advertising campaign accompanied the brand launch along with a new events focused web site at www.thatsmelbourne.com.au.
