Representing the 'Real'
In the middle to high-end economy, people are showing a preference for buying experiences rather than things.
But how do you make a representation of an experience enticing enough to tempt consumers faced with so much choice? To give Tourism Australia’s launch theme of ‘Aquatic and Coastal’ a vivid reality, we matched the continent’s spectacular natural environment with equally spectacular 360-degree mobile technology which was further expanded in the 360-degree LED screen in the main hall.
Aussie happy
The result made the overused word ‘immersive’ almost literally true – people felt submerged in marine and coastal life, while their sense of taste was seduced by fine Australian cuisine.
The local culture’s reputation for relaxed fun was captured on LED screen by flash mob performances and a surprise appearance of Tourism Australia’s global ambassador, ‘Thor’ actor Chris Hemsworth. His easy-going good humour was the final element in a sensorial approach which gave people a striking sense of what it means to be ‘Aussie happy’.
