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.

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.

WHERE

Simpson Street Siding, Corner Punt Rd and Wellington St, East Melbourne

WHEN

Tuesday 4 December

10.00am: Media Arrival and setup

10.15am: Photo Opportunity of Mayor Jackie Fristacky and other campaign Ambassadors, including sculptor Peter Corlett OAM and designer Gwendolynne Burkin

10.45am: Ambassadors available for comment

WHO & WHAT 

   - Vision of City of Yarra Mayor launching themed scenic Tram and Discover Your Own Backyard campaign

   - Mayor and Discover Your Own Backyard Ambassadors available for comment

For more information on City of Yarra's Discover Your Own Backyard campaign please contact:

Lauren Flint Communications Coordinator Mobile: 0477 313 055 | Email: lauren@destinationmelbourne.com.au