News & Media Releases

Yarra launches Discover Your Own Backyard campaign

07 December 2012

Council, in partnership with Destination Melbourne, today launched the Discover Your Own Backyard campaign in Yarra.

The 12 month campaign aims to support local businesses by encouraging residents (and their friends and relatives) to dine, shop and experience all things Yarra.

A promotional video featuring local business operators and showcasing some of Yarra's best tourism places can be viewed on the Discover Your Own Backyard website.

Below is a media release about the campaign. 

Yarra's Stars Align to Support Local Business

What do a celebrity chef, rock star and a metropolitan mayor have in common? Channel Ten’s Good Chef Bad Chef, Adrian Richardson, Melbourne band Oh Mercy’s Alexander Gow, together with City of Yarra Mayor, Jackie Fristacky have come together to shine a light on a new community campaign to support local business.

All three call the unique and prolific inner north home and are joining together to encourage locals to explore their neck of the woods as part of the Discover Your Own Backyard campaign, launched by Yarra City Council today.

The Discover Your Own Backyard campaign is a new approach to destination and cooperative marketing and promotes the importance of living local. Yarra’s Mayor, Cr Jackie Fristacky launched the campaign with help from celebrity locals including Ambassadors Andrew Maher, Gwendolynne Burkin, Peter Corlett, OAM, Alexander Gow and Adrian Richardson as well as Yarra business owners who feature in the campaign.

“With over 8,700 businesses in the City of Yarra it is so important for residents to support local industry, not to mention the environmental and social benefits of ‘living local’. That is what Discover Your Own Backyard is about for us - residents and their friends and family discovering and enjoying Yarra,” said Mayor, Jackie Fristacky.

Yarra is home to the biggest users of non-car transport in metropolitan Melbourne and residents rely on a dedicated tram system. “This is the reason we have joined with Yarra Trams to help us get the message to locals. They have been great supporters of this campaign and we appreciate their work encouraging residents to discover Yarra using public transport,” added Cr Fristacky.

As one of the faces of the Discover Your Own Backyard campaign, celebrity chef and owner of Carlton North’s award winning La Luna Bistro, Adrian Richardson is passionate about his patch of grass. He advocates for locals and visitors to get out and find their own hidden gems, “Yarra is eclectic and vibrant. It is the hub of Melbourne’s arts, fashion, food and music scene. You can effortlessly get around and access it all by tram, on bike or by foot. There is really something for everyone, it is such an easy place to live, work and play. There is no reason to go anywhere else.”

Oh Mercy frontman and Abbotsford resident Alexander Gow mirrors Richardson’s thoughts: “The shopping and music scene is great, there is a certain vibe that you just can’t find anywhere else. There are bars that haven’t changed in a 100 years.”

Situated five kilometres from the heart of Melbourne and home to over 75,000 residents the City of Yarra stretches from Carlton North to Alphington and plays an important role in Melbourne’s tourism and visitor market, as the home of some of the city’s most famous attractions, dining and shopping strips.

Further information
Michelle Dawson
Tourism and Marketing Officer
9205 5362



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