We decided to take guests on a 360 degree, completely immersive journey around Victoria. A journey where they would be surrounded by all the senses - sight, sound, smell, taste and touch – and fully cocoon them in the diverse regional differences of the 11 regions of Victoria.
Our execution was crafted to reaffirm, support and underpin the launch of their brand new media campaign Wander Victoria, with the TVC being the highlight of the evening.
This assault of the senses began by guests being greeted by friendly event hosts who guided guests to begin their regional Victoria experience.
Using St Jerome’s glamping hotel and the existing vistas created from the ad campaign as a perfect backdrop, guests toured through each region with a mix of cellar door and culinary experiences that reflected each Victorian region’s personality and style.
Guests stepped into the glamping site and were immediately transported as the laid back band played acoustic music. Bocce and board games were set out, interactive entertainment and engagement pieces were created through wine, beer and cider tasting and ingredients from selected regions were all made into delicious and fun canapés.
The Farmers Market style buffet had produce from all corners of Victoria: from the Goldfields to The Great Ocean Road - a true plough to platter experience. Complete with an honesty box experience, see the pictures of the activation for the full experience.
ENGAGE’s event designer came up with a specially designed initiative, a quiz to add yet more excitement and key brand activation requirements to the tour. Guests were able to sample delights and guess the regions: Can you tell the flavour of a Mount Zero olive? Can you guess which region this Shiraz is from? All served by a host of carefully selected brand ambassadors, resplendent in checked shirts, braces and hats, chosen for their friendly sunny disposition and trained on the regions they were hosting. After all it is key to have the right brand ambassadors for your activations, read more about this on our blog.
Having immersed our touring party in such regional culinary delights, they were led to the main event - the screening of Tourism Victoria’s much anticipated TVC. The screening and speeches all took place under a marquee canopy, with stage and 4 large screens to ensure optimal viewing pleasure. ENGAGE worked seamlessly with Melbourne’s preeminent audio visual suppliers to ensure the screening and sound of the TVC was perfect – and the ambience for the screening was spot on too. After the presentation canapés and drinks were circulated by brand ambassadors with fully equipped regional knowledge allowing for maximum guest interaction and networking.