February is a quiet month for Australian cities as summer draws to a close. To fight the February blues, Melbourne created ‘The Great Melbourne Treasure Hunt’ to celebrate the city and hopefully drive footfall for retailers.
Clues released through the press, Facebook and Twitter led participants to costumed marshals in various locations around the city. For example, the Valentine’s Day clue took people to a marshal dressed as cupid in the State Library of Victoria. Another clue took people to the Myer department store to find a woman window-shopping. After being discovered, she directed people to a nearby member of the strategy team who registered the person in a prize draws.