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.
