Launch of Tourism Australia’s Campaign

The Brief

Fourth Wall Events were retained to launch Tourism Australia's new advertising campaign and VIP preview screening of Baz Luhrmann film, 'Australia'. The brief was to showcase Tourism Australia's advertising campaign which aligns itself with the new Australia movie, whilst also highlighting to the wider events industry the new direction for Tourism Australia.

The Approach

Fourth Wall Events responded by recreating a moment from the movie, effectively enabling guests to continue their movie experience in a social environment. This was then infused with key marketing images and messages.

Firstly, Fourth Wall Events took charge of the Dendy Cinema at Circular Quay and put in place stand alone 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 subtly 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 recreated an iconic scene from the film.

The Results

Media coverage of the event was high with Channel 7 using the Boab tree to do a live cross reaching hundreds of thousands of people. Guests took away a greater understanding and awareness of the new campaign and Tourism Australia's new strategy.