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work

Come and Say G’day — Tourism Australia Pop-Up in Chengdu

client:
Tourism Australia
region:
APAC
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Pop-ups & Roadshows21
  • Technology39
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Pop-ups & Roadshows21
  • Technology39

Introduction

G'day! Friends

In July, we joined hands with Tourism Australia to follow the Tourism Australia's brand ambassador Ruby, the top kangaroo, on an amazing journey.

As the leading agency, we created a pop-up in Sino-Ocean Taikoo Li, Chengdu, with the aim of showing off Australia's culture, food and landscape, as well as creating a full ceremony for Ruby, who has travelled a long way from China.

The challenge

Send a special invitation to China

The global tourism industry has been through tough times over the past three years.

As the world opens up, this year Tourism Australia launched a new communication campaign "Come and Say G'Day" (CSGD) to welcome people to travel and experience the country. Therefore, for the 2023 main trip to China, Uniplan team designed to send a special invitation to Chinese audience through this pop-up to show Australia's diverse travel experiences and attract more people to go.

What We Did

Limited pop-up event, create a popular spot

In order to impress all vistors, our team made full use of local cultural elements to create an immersive, limited pop-up, and most importantly, we created a five-metre high kangaroo, Ruby, who "jumped" into Chengdu to say hi to everyone!

As a result, the event was quite popular with Ruby, also the pop-up has become a popular spot in Chengdu Taikoo Li on social media.

Making a 5-metre high kangaroo in a short time is not an easy task, from production to construction, our team hoped to maximise Ruby's lovely to make everyone feel the charm of the Ruby, and the sincerity of Tourism Australia's invitation.

How We Delivered

Express the joy from Australia

In addition to the official unveiling of the 5-metre Ruby, our team also created a limited-edition cinema to officially launch the Chinese version of Tourism Australia's microfilm "G'day". While watching the film, you could also get a digital poster with an exclusive number to commemorate the film through the event app.

In order to create a joyful and lively atmosphere, the team set up a selfie interactive installation on site, and there was a long queue of people who wanted to take a photo with Ruby. After all, no one can say no to the adorable Ruby.

The Key Facts

Project: Tourism Australia Pop-up event

Mission: Through creating this pop-up event, an invitation was extended to Chinese to showcase Australia's diverse travel experiences and attract more people to travel to the country.

Solution: Set up multiple sessions during the pop-up event to create moments full of surprises and rituals.

Result: The event was held successfully, formed a tag on social media, and became a popular destination in Taikoo Li, Chengdu. Tourism Australia's Director General and CEO Phillipa Harrison, along with all eight CEOs of Australia's state and territory tourism boards, the heads of Australia's seven airports and representatives of Australia's leading travel industry to witness this moment and launch its official branding campaign in China.

The Numbers

5m tall
2 sections
4 days
63,000+ visitors

What They Said

4 event venues, more than 3 months of preparation, with 2 different styles, party and pop-up, made this event a perfect landing in Chengdu, which was highly recognised by the clients.
— Project Team, Uniplan

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