Firefly Zipline
- Fed Square
MELBOURNE, VICTORIA. 2021 – 2023
130m
ZIPLINE LENGTH
$1.8m
MEDIA VALUE PER SEASON
22,000+
TOTAL PARTICIPANTS
9.9M
DIGITAL MEDIA REACH
57,000+
ESI. TOTAL ATTENDANCE
THE ACTIVATION:
Melbourne's summer zipline over the Yarra
In partnership with the City of Melbourne and Visit Victoria, Firefly designed and operated Victoria’s first and only urban zipline — a 130m dual-line experience launching from Federation Square and soaring up to 9 metres above the Yarra River at speeds of 40km/h, landing in Alexandra Gardens.
Then-Lord Mayor of Melbourne, Sally Capp, described it as “one of the highlights of Melbourne’s summer”, and the public agreed. Tickets sold out almost immediately in the debut season, and the activation returned the following summer to even greater demand.
Participants travelled from over 420 postcodes across Australia, and the experience attracted an estimated 57,000 spectators across the riverbank — making it as much a spectator event as a participant one. Featured live on Sunrise, Weekend Today, and all major news outlets including the Herald Sun front page, it became one of the most visible summer activations Melbourne has seen.
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