To create international interest in Australia’s world-class restaurants, Tourism Australia secured this event for Melbourne, held for only the second time out of London. They enlisted Fairfax as their events partner who called upon Fourth Wall to handle the creative and production requirements.
Fourth Wall worked collaboratively with Fairfax, Tourism Australia and Visit Victoria to showcase Australia, Melbourne, its chefs, produce, and all the event elements in an exciting and engaging manner – whilst ensuring our international guests and the event sponsors had an experience they would not forget.
Our team led the event strategy, establishing the creative for the night along with the guest journey.
Working with William Reid we were able to make subtle improvements to the way the list was staged and presented. We worked with Fairfax and the event sponsors – both on a production and creative level - to ensure their needs were met and that there activations integrated seamlessly into the overall event experience.
An example of this was the 50 Best street art installation for Visit Victoria. Ahead of the night Fourth Wall commissioned Heesco, a local street artist to paint five of the world’s best chefs in a laneway right in the heart of one of Melbourne well known foodie area. This provided a great deal of media hype and excitement, even before the event day. The content was then used as a backdrop to a Melbourne laneway inspired after party.