Australian Campaign Launch

A new direction for Tourism Australia

Creation


Tourism Australia enlisted us to launch their new advertising campaign and VIP preview screening of Baz Luhrmann’s film, 'Australia'.

The brief was to showcase Tourism Australia's advertising campaign, inspired by Lurhmann’s film, whilst also communicating to the wider events industry the new direction for Tourism Australia.

Evolution


We decided to recreate a key moment from the film, effectively enabling guests to continue their movie experience in a social environment. This live performance was integrated with key marketing images and messages.

Firstly, we took charge of the Dendy Cinema at Circular Quay and put in place standalone technical systems to ensure the smooth running of the presentations and the film.

A sense of arrival was created with a gold carpet (to represent sunrise) and a wooden installation, inspired by the outback, replacing the standard photo board.

Tourism Australia branding was tastefully incorporated into the installation to allow for branded media shots.

After the screening, guests were led from the cinema to the northern foyer of Sydney Opera House by 'Australian' guides carrying handheld lanterns and wearing Driza-Bone coats.

They were greeted by wait staff offering canapés created by top chef Matt Moran served underneath a custom built Boab tree that we recreated from an iconic scene in the film.

Continuation


Media coverage of the project made an impressive impact, with Channel 7 using our Boab tree for a live broadcast reaching hundreds of thousands of people.

Guests not only enjoyed a beautiful night, but took away a greater understanding and awareness of the new campaign and Tourism Australia's new strategy.