Agency: Bastion Effect

How do you market to the Millennial generation? With unicorns, cactus parties and competitive table tennis.


A long-time partner of Bastion, Melbourne Central identified that its core audience need reasons beyond a discount and strong offering to get them in centre.


Recognising that millennials make up 70% of its 56 million visitors, Melbourne Central committed to narrowing its focus in 2017, creating fun and Instagram-worthy experiences that the so-called “fickle generation” connected to, talked about and importantly, shared across their social networks.

Global Instagram trends informed a Unicorn Festival, Millennial Pink Party and a Seinfeld inspired, 14 Day Festivus.

The result? Record smashing social engagement, media coverage and precinct visitation. The Urban List shared that its Unicorn Festival Facebook post received an unprecedented level of organic engagement – happy media, happy client, proud agency.