Melbourne Park hands creative account to Think HQ

Melbourne Park has appointed Think HQ as its creative agency partner following a competitive pitch, awarding the independent agency a 12-month retainer to support marketing across Australia's largest live events precinct.

The appointment formalises an existing relationship between the two organisations, with Think HQ now responsible for strategic and creative services across Melbourne Park's year-round marketing activity.

The agency will deliver always-on creative campaigns alongside two major seasonal sports campaigns designed to build on Melbourne Park's recently launched 'Where We Play' brand platform.

The work will focus on driving ticket sales, lead generation, event attendance and audience engagement across Melbourne Park's venues and experiences.

Melbourne Park is home to Rod Laver Arena, Margaret Court Arena, John Cain Arena, Kia Arena, AAMI Park and Centrepiece, and hosts hundreds of sporting, entertainment and business events each year, including the Australian Open.

"We're pumped to formalise our relationship with Melbourne Park with this creative retainer," said Lisa Gumbleton, group head of creative strategy and client management at Think HQ.

"This partnership plays perfectly to our strengths as a strategic and creative partner."

Stacey Kwijas, head of marketing at Melbourne Park, said the partnership would support the continued evolution of the precinct's brand and year-round positioning.

The appointment follows Think HQ's recent win of The Y's national brand platform and campaign account.