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Australia Next for Tourism Australia

The Challenge

Tourism Australia needed to bring to life ‘Australia Next’ to amaze New Zealand event professionals and their clients, so they came to Fourth Wall to create an experience that hadn’t been seen before by those that have seen it all.

Australia Next is a campaign that invites business travellers to make Australia next on their destination list by showcasing new trends, venues and experiences. Challenging views and behaviours by the event crowd is an important part of keeping front of mind and the ensuring Australia is the next place to be.

The Creation

A curated, sumptuous and unexpected experience fully immersed guests in an inspiring and theatrical creation that had three Australian trends at its core - Arts + Culture, Distillers + Brewers and Placemaking + Designs. The Fourth Wall creation constantly changed, challenged and delighted guests while giving them an insight into a side of Australia they hadn’t experienced.

The menu was curated by Joey Astorga, owner of Paperbark restaurant in Sydney, who was integrated into the night beyond being in the kitchen. Offering a sense of surprise and delight, guests indulged in a five course plant-based degustation menu where everyone was challenged to find the missing ingredient. An array of unique and organic Australian produce was imported such as lemon myrtle, SaltBush leaves, Davidson’s plums and Karkalla, each course perfectly matched with locally sourced organic beer and wines and the entire kitchen team became part of the night by changing the environment as they served the different courses.

Patrick Abboud, a brilliant Australian storyteller and TV presenter used his story to inspire the guests and showed that there is no greater story than one with heart and leaves you wanting to experience it. Australia’s young, indigenous beauty Mi-Kaisha, serenaded the room with her soulful songs in an immersive surrounding that broke through the fourth wall.

The Outcome

This multifaceted experience enabled the NZ events industry to gain a new understanding of and appreciation for Australia as an unrivalled destination for business events, and ensured we remain front and centre as the next place to be for business events. 

In fact guests didn’t want to leave and the experience went well into the night, in true Australian style.

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