Unifying B2B and B2C under one iconic brand experience
Opportunity:
The MCG sought to evolve beyond its role as a traditional sports venue and reframe itself as a dynamic, immersive destination. From business networking and fine dining to the Sports Museum, the goal was to communicate a broader experience to both B2B and B2C audiences.
Strategic Insight:
While sport and events bring unforgettable moments to life, it’s the MCG itself – the venue, this history, the energy, that’s the true magic. A unified brand approach was needed to tell that story across every offering.
Our Solution:
We developed a cohesive brand strategy that connected the diverse products under the MCG umbrella – The Business Network, Grossie in the Committee Room, and the Sports Museum, into a single, powerful narrative. Built on three core tenets, the approach ensured that all communications tied back to the essence of the MCG as a place of shared moments and connections.
| 150K+ Visitors | 13% YoY growth | 60 Engaged businesses |
As an iconic Melbourne brand, we always wanted to work with an agency that matched our values and sentiment towards consumer engagement. The team at Media Republic do just that, along with delivering strategic insights and campaign executions that boost our visibility and achieve data-driven results.