BRAND ACTIVATIONS AND EXPERIENCES
DESTINATION NSW
AUGMENTED REALITY CAMPAIGN
BRIEF:
Create an experiential marketing campaign across Sydney Westfield Centres to raise awareness and engagement with the Destination NSW Augmented Reality experience. This Destination NSW 'Augmented Reality' experience consisted of 5 iconic ways to experience the beauty of regional NSW, in order to drive holiday stay reservations to the region.
CREATIVE EXECUTION:
THE EVENT SUITE created a pop up environment at 4 Sydney Westfield's over the period of a month to give consumers the opportunity to experience the unique attractions of 'Regional NSW' through an augmented reality experience. This augmented reality experience consisted of playing with the locals – a series of Australian animals in line with Destination NSW environmental objectives. The initiative was also supported by issue of the million dollar promotion with Westfield and the issuing of scratch and win incentive vouchers to drive consumers to make reservations at a large range of incredible short break locations over the coming 3 months.
Each one of the augmented reality 'environments' were designed to be easily installed and deconstructed weekly. THE EVENT SUITE also sourced and managed all promotional teams throughout the promotion and managed production of all props, signage, bump in and bump out processes.
OUTCOME:
This Destination NSW brand activation was so successful the client intends to roll out a similar initiative for their major Regional NSW Summer campaign. Over a large number of consumers visited the pop-up environments with scratch-its vouchers issued across Sydney. The result: An increase in bookings made in hotels and resorts across Regional NSW.