Drowning in National News Coverage
Challenge
As Tropical North Queensland emerged from the shadow of COVID-19, the region needed more than a press release to welcome back travellers. The challenge was to create a bold, attention-grabbing moment that reignited national interest and reminded Australians just how spectacular the tropics really are.
Strategy & Execution
To bring the tropics to the city, we designed a high-impact, visually captivating activation that couldn’t be ignored. At the centre of it all was an eight-metre inflatable snorkeller head, floating in Sydney’s Cockle Bay at Darling Harbour—instantly turning heads and sparking curiosity.
As night fell, we lit up the Maritime Museum with large-scale tropical projections, transforming the harbour into a vibrant postcard from paradise. Every detail of the activation—from concept and creative development to production, logistics, and council approvals—was managed in-house to ensure a seamless delivery and maximum impact.
Results
The campaign captured national attention, generating widespread TV, print, and digital media coverage. It exploded across social media with more than 1,000 organic shares and thousands of engagements. Most importantly, it put Tropical North Queensland back on the map and back in travellers’ plans.
