It’s not always easy to work on projects with national image and reputation taking centre stage, especially when multiple stakeholders are funding the project and keen to see demonstrable ROI. Nevertheless, we crafted together a vibrant six-day festival of Australian talent.
Hosted at Westfield London’s Atrium, Australialive Live featured acts ranging from chef Bill Granger, rising stars Chris Pickering, Kristy London and Chris Brady, the cast of Priscilla, Jane Cho, to the launch of Leona Edmiston’s Autumn range, Aussie Rules Football coaching, the consumer launch of Matthew Jukes Best 100 Australian Wines and a Tour Down Under virtual cycling challenge hosted by Phil Liggett.
The event was supported by through-the-line activity, including advertising in the Evening Standard, publicity through Westfield’s CRM system, regional events listings, posters and leafleting.
During the 6 days of the event, Australialive was experienced by approximately 390,000 consumers.