Melbourne doesn’t shed its winter woollies like Sydney does. The Gold Coast, on the other hand, rarely needs them.

Y&R Melbourne has used the fact that the 2018 Commonwealth Games on the Gold Coast are approaching faster than balmy weather in Australia’s sports-capital, Melbourne, to make sports fans realise what they’re missing out on if they don’t go to the Games.

The tactical campaign simply gives Melburnians a taste of what it’s like to enjoy sport in Australia’s favourite holiday destination.

Footy fans have been enjoying custom designed Hot Seats – portable, heated seating that gives the feeling of watching sport on the Gold Coast.

Commuters on the way to the game have warmed themselves with heated out-of-home panels along the chilly tram platforms, as well as having the chance to win a trip for four to see the Commonwealth Games on the Gold Coast in April 2018.

These campaign headliners are supported by radio, digital and targeted social content.

Lara McKay, general manager communications & marketing at GOLDOC, commented, “The Commonwealth Games in 2018 will be a Games like never before as it’s the first to be held in a regional city and one as beautiful as the Gold Coast. This execution takes one of the best aspects of the Gold Coast during winter – the amazing weather – to Melburnians to remind them to grab tickets for next April.

“These tactical executions are really important for us as we know there are different motivations for attending the Games in different markets but with a combination of elite sport, a beautiful destination and a vibrant arts and culture festival there is really is something for everyone.”