Melbourne Park appoints Think HQ as creative agency partner

Positive change agency Think HQ has won the creative services account for Melbourne Park following a competitive pitch, securing a 12-month retainer to deliver strategic and creative support across the state’s premier live events precinct.

The appointment formalises Think HQ's relationship with Melbourne Park and will see the agency deliver strategic thinking, creative excellence and efficient execution across its year-round marketing activity.

As part of the partnership, the agency will lead always-on creative campaigns while developing two major seasonal sports campaigns designed to build on Melbourne Park's recently launched ‘Where We Play’ platform.

The work will focus on converting brand awareness into commercial outcomes, driving ticket sales, lead generation, event attendance and engagement across Melbourne Park's venues and broader experiences.

Located on the doorstep of Melbourne’s CBD, Melbourne Park is Australia’s epicentre for live experiences and home to some of the country's most iconic sporting and entertainment venues, including Rod Laver Arena, Margaret Court Arena, John Cain Arena, Kia Arena, AAMI Park and Centrepiece. Melbourne Park welcomes millions of people across hundreds of events annually, including headline entertainment, domestic and international sporting fixtures, business events and the nation’s iconic Grand Slam event, the Australian Open.

Lisa Gumbleton, Group Head Creative Strategy and Client Management at Think HQ, said, “We're pumped to formalise our relationship with Melbourne Park with this creative retainer. Being a strategic and creative partner plays perfectly into our strengths and previous work with Melbourne Park. We're so excited to get into it."

Stacey Kwijas, Head of Marketing at Melbourne Park said, "As we continue to evolve Melbourne Park’s brand and positioning, we're looking forward to working with Think HQ to create engaging campaigns that connect with audiences, drive visitation and showcase everything the precinct has to offer year-round."

The partnership commenced from August 1st, 2026.

This new business win follows Think HQ’s recent appointment by The Y (formerly YMCA Australia) after a competitive pitch process for the national brand platform and campaign.