MELBOURNE has officially launched its 2015 season with a campaign focusing on the club’s connection to the city.



CEO Peter Jackson said the campaign was part of the club’s efforts to engage with the city of Melbourne.



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“The club takes great pride in the name Melbourne as do the people who call this city home,” Jackson said.



“We wanted to capture the connection between our club and our city.



“There are great opportunities for the club in really owning the name Melbourne.



The Melbourne Football Club pioneered Australian Rules Football when it wrote the rules to the game back in 1858.



The club and the sport are now part of the fabric of the city, and with the iconic Melbourne Cricket Ground serving as the club’s home, the Melbourne Football Club remains intricately connected to the city’s identity.



With four million people calling Melbourne home, the club is working to build deeper links and connections with the city.



This campaign is just one part of the club’s strategy to form a more meaningful connection with the city.



The club is also working to re-engage with its traditional supporter base through visiting schools, Auskick centres and junior football clubs around Melbourne.



Jackson said the club needed to connect with the city in order to remain a crucial part of its identity beyond sharing its name.



“When people think of all the great things about Melbourne, we want them to think of the red and blue as an important part of our city’s identity,” Jackson said.