FOMO Fridays to entice city workers

Monday 3 May 2021

Fridays will be filled with freebies and fun as part of a new promotion to encourage city workers to return and rediscover what’s great about Melbourne.

FOMO Fridays will run each week from Friday 14 May to Friday 4 June 2021 thanks to a partnership between the City of Melbourne, the Victorian Government, the Property Council of Australia and the Australian Retailers Association.

FOMO freebies include King & Godfree hampers in Carlton, free cocktails from one of four venues in Chinatown, and free doughnuts in Bourke Street Mall.

Major retail centres will deliver activations over the four weeks including:

  • Head to Myer for free express manicures and cupcakes

  • Meet your favourite podcasters and score gift cards at Melbourne Central

  • Grab a free glass of bubbles and a bite while you shop the offers at The Strand & GPO

  • Have your fortune told plus win instant prizes at QV Melbourne

  • Shop the pop-up night market and win movie passes at the District Docklands

  • Score a bundle of freebies at Southgate.

A range of business offers are available including 20 per cent off at retailers including Wittner shoes and Mouche jewellery, buy one and get one free movie tickets at Kino Cinemas, 25 per cent off parking at Wilson carparks, two-for-one cocktails at iconic Melbourne venues like Madame Brussels and San Telmo, and buy one night, get one night free accommodation deals at city hotels.

Commercial buildings across the city will come alive with lobby activations and in-office events, with ARA Australia, Charter Hall, Dexus, ISPT, Lendlease, Mirvac and many more creating unforgettable experiences for workers in the city.

The FOMO Fridays initiative is part of the City of Melbourne's marketing campaign calling on people to "Get to the city or get FOMO" so they don't miss out on unique and amazing experiences that can only be found in the city.

The FOMO campaign is part of the City of Melbourne's $100m Melbourne City Recovery Fund in partnership with the Victorian Government.

Quotes attributable to Lord Mayor Sally Capp:

"Trackies and Zoom meetings will be unofficially banned as FOMO Fridays gives all workers another reason to return to their city workplaces and end the work week on a high,” the Lord Mayor said.

“FOMO Fridays is a great way to reward city workers returning and provide a major boost to retail and hospitality businesses across the City of Melbourne.Every extra person in the city is a chance for local businesses to get another dollar in the till.

"The buzz is coming back to Melbourne and we want everyone to come and experience the best of what's on offer from FOMO Freebies to AFL games and some of the world’s best theatre and entertainment.

Quotes attributable to Danni Hunter, Victorian Executive Director, Property Council of Australia:

“Fridays in Melbourne will be the best day to come to the office, to network and collaborate with your team members, to reconnect with friends and to rediscover the benefits of coming into the office. The office is ready to welcome you back and is rolling out the welcome mat on Friday’s during the FOMO Fridays campaign,” Ms Hunter said.

“Getting people back into the city to work and play will help supercharge our economic recovery and give a real boost to reasserting Melbourne’s CBD as the best city centre in the country.

“What started as fabulous has now become FOMO and the Property Council couldn’t be more excited to be partnering with the City of Melbourne and Australian Retailers Association as we pump up the city on Friday.

“With freebies and discounts throughout the city Melbourne workers will be spoiled for choice for ways to catch up with colleagues and friends.”

Quotes attributable to Paul Zahra, CEO, Australian Retailers Association:

“The Melbourne CBD is not the thriving hub it once was pre-COVID, and the city has suffered more than any other in the country throughout the course of the pandemic,” Mr Zahra said.

“Whilst office occupancy rates and foot traffic around the city is slowly improving, it’s clear that people need that extra incentive to come into the CBD to shop, dine and enjoy the cultural attractions that make Melbourne so unique.

“Small and medium sized businesses in the CBD continue to be impacted by the lack of international tourists and they need all the help they can get. We’ve had a great response from retailers wanting to be part of the FOMO Fridays initiative and there’s some great offers to entice people back in the city to enjoy the best of what Melbourne has to offer.”

ENDS…for more details: Dominic Cuschieri 0418 224 072 (e)

About us: founded in 1903, the Australian Retailers Association is Australia’s largest retail association, representing a $340bn sector employing more than 1.2m people. As Australia’s premier retail body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members. To learn more, visit or call 1300 368 041.

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