Case Study:

Black Raven Media - Tourism Tropical North QLD Location: Sydney

A Giant Inflatable snorkeler invades Sydney’s Darling Harbour.

Client:

Black Raven Media - Tourism Tropical North QLD Location: Sydney

Location:

Sydney, NSW, Australia

Background:

In the wake of the COVID-19 pandemic, Tourism Tropical North QLD sought to increase visitors to the tropical northern reaches of Australia.

The Australian government was working with states and territories to try and increase interstate tourism and promote economic growth, which slowed as a result of the pandemic.

With many popular tourist destinations running similar government-funded campaigns, BRM and Tourism Tropical North QLD created the most memorable and imaginative campaign to stand out from the rest.

Brief:

The idea proposed by Black Raven Media was to have a tropical-themed shape float in Sydney’s Darling Harbour and create hype for the travel campaign. The inflatable float was around 8m long and featured Cairns & Great Barrier Reef branding. The novelty needed to attract media hype to create an organic promotion for the popular tourist spot.

Creative Process:

With year-round warm weather and the Great Barrier Reef on its doorstep, snorkelling and water recreation is an iconic part of and holiday to Cairns & the Great Barrier reef.

The creation was an eight-meter long snorkeler half-submerged in the harbour. Using inflate and seal technology, the inflatable swimmer was filled with air on a barge and floated out to the location where it would remain for a week drawing public attention to the heavily populated area.

Design Process:

The design team at Giant Inflatables considered many design directions centred around the theme of Tropical North QLD.

All stakeholders chose the favoured design of a person head-down and snorkelling in the harbour as the most relatable and imaginative.

The inflatable would be immediately associated with the Cairns & The Great Barrier Reef using digital printing processes and the large branding areas available. The design naturally makes viewers imagine themselves snorkelling the Barrier Reef and soaking up the tropical sun.

The design naturally makes viewers imagine themselves snorkelling the Barrier Reef and soaking up the tropical sun.

Results:

Over a week-long activation, the inflatable snorkeler created an incredible amount of media hype and organic interest from the public. Paired with sample giveaways on the nearby shore, the activation as a whole became an irresistible draw for the curious crowd.

It increased interest in the holiday destination for those travelling from New South Wales.

The idea proposed by Black Raven Media was to have a tropical-themed shape float in Sydney's Darling Harbour and create hype for the travel campaign.
The idea proposed by Black Raven Media was to have a tropical-themed shape float in Sydney's Darling Harbour and create hype for the travel campaign.
The inflatable would be immediately associated with the Cairns & The Great Barrier Reef using digital printing processes and the large branding areas available.
The inflatable would be immediately associated with the Cairns & The Great Barrier Reef using digital printing processes and the large branding areas available.
The design naturally makes viewers imagine themselves snorkelling the Barrier Reef and soaking up the tropical sun.
The design naturally makes viewers imagine themselves snorkelling the Barrier Reef and soaking up the tropical sun.
Over a week-long activation, the inflatable snorkeler created an incredible amount of media hype and organic interest from the public.
Over a week-long activation, the inflatable snorkeler created an incredible amount of media hype and organic interest from the public.
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