moulin rouge! the musical x collins street precinct

With Melbourne welcoming the blockbuster musical Moulin Rouge! The Musical, to the Paris end of town, we create a partnership with the Collins Street Precinct to share the Parisian-inspired ideals of Truth, Beauty, Freedom and Love with retail, hospitality and accommodation businesses

With Moulin Rouge! The Musical arriving at the Regent Theatre in the heart of the Collins Street Precinct, Kreate cemented a long term partnership between the show and the Precinct which would create talkability, on street theming and incremental revenue to local businesses.

We launched Melbourne’s longest red carpet down the Street itself and wrapped the Street’s planter boxes with stories from the show. Lord Mayor Sally Capp launched the campaign with a live feature on the Today show and additional media included Herald Sun, Time Out and Broadsheet.

In addition, we worked closely to produce a Precinct map which celebrated La Belle Epoque with in-store and in-venue offers from retail and hospitality partners such as Rouge themed cocktails and Rouge inspired windows.

What we did:

PR and Comms strategy
Media Relations
Retail Programming
Stakeholder liaison
Partnership Management
Permits and Council Liaison