Tapping Into Melbourne’s Biggest Events: How the Australian Open and Grand Prix Can Boost Your Venue’s Strategy

When it comes to social media marketing in Melbourne, major cultural events like the Australian Open and Formula 1 Grand Prix are more than just city-wide celebrations. They are high-impact marketing moments, especially for hospitality venues.

At The Likes Of You, we specialise in helping Melbourne venues turn key dates into real revenue. The key is getting ahead of the moment and creating social-led activations that tap into the buzz.

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Why Major Melbourne Events Should Shape Your Venue’s Social Strategy

These aren’t just sporting events. They are full-scale lifestyle festivals that bring the city to life. Think fashion, glamour, good food, flowing drinks, and a highly engaged audience. For our clients in hospitality, this is more than a vibe shift. It is a commercial opportunity.

Venues located near the action, or even with easy public transport access, are perfectly placed to capitalise. By developing thoughtful, well-timed activations and pushing them across organic social, influencer campaigns, and paid media, we help our clients stand out in a crowded market.

Whether it is a pre-match cocktail hour, a race-day recovery brunch, or a styled corner of the venue perfect for golden hour snaps, the idea is to become part of the moment, not just a passive option nearby.

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ROI Starts with Relevance

We’ve seen it first-hand. Clients that leaned into the Australian Open and Grand Prix periods saw noticeable uplifts in bookings, foot traffic, and online engagement.

Creating something relevant to the event gives audiences a reason to book and a reason to share. When your content is styled around a key cultural moment, it performs better. Fans actively search for where to dine, drink, or celebrate before and after the event. When your venue shows up with something timely and on-brand, you become part of their plans.

And when those moments are supported with high-quality content, from short-form video and reels to PR features and local Facebook promotions, you don’t just generate interest. You generate results.

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A Smart Time to Activate Influencer Strategy

These events are also the perfect excuse to run influencer marketing campaigns. With thousands of extra eyes on Melbourne, aligning with creators who match your brand gives your activation extra reach and relevance.

We’ve helped clients invite tastemakers to preview events, run social giveaways, and capture content that creates FOMO for days. It is not about volume. It is about being strategic. One strong collaboration can drive serious visibility, especially when it is tied to something timely and local.

When influencers post from your venue, styled to reflect the excitement of the season, they help reinforce your brand’s place in the city’s cultural landscape. For visitors and locals alike, it is an instant endorsement that can drive bookings in real time.

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Planning Ahead is the Advantage

What looks effortless online is always the result of strategic planning. At The Likes Of You, we work closely with our clients to get ahead of key moments. From concept to creative, from content to conversion, our goal is to make sure our clients aren’t just reacting. They are leading.

If your venue is ready to make the most of Melbourne’s cultural calendar, now is the time to plan. The events are locked in. The city will be buzzing. All that is missing is your moment.

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Let’s talk about how we can shape your next activation, build visibility, and create content that moves the needle. Contact us to start planning.