Creating Memorable Branding Experiences

Tourism Victoria: Rooftop Escape

Winning the Victoria Tourism tender hands down was another feather in our brand activation cap. On a nail-biting deadline of only 4 weeks and an extremely limited budget we had to delve deep into the Magic Bag to find some new tricks. All that delving worked! We managed to conjure up a wonderfully immersive brand experience like no other.

The Brief

Create a brand activation to engage key stakeholders in the new Victoria Tourism campaign Wander Victoria.

This will be the official campaign launch event for media, Victorian Tourism representatives, other Government Departments and VIPs. It will be held at St Jerome’s – a Melbourne rooftop glamping experience.

This high-end glamping site will be set up to show the screening of the campaign’s advertising creative and will also showcase the regions of Victoria, through activations featuring wine, produce, experiences etc.

aSelected (influencers) guests will be invited to stay overnight in the glamping tents, and awake in the morning to a regional Victorian gourmet breakfast.

The Execution

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.

Event Produced by Alive Engage in association with Alive Events Agency.

The Result

A complete 360-degree experience which gave key stakeholders an immersive experience of the campaign. Engaged key stakeholders who essentially need to understand, back and believe in the completely new direction of the campaign. Most importantly it generated a high level of media coverage, produced loads of organic content and created conversations on the Wander Victoria social platforms. As brand and marketing professional knows this is priceless content and engagement.

“ The team from Engage at Disegno were professional, creative, detail oriented and a delight to work with. Their initial proposal stood out from the others, and we really had a sense that they understood our brand and what we were trying to achieve with our event. They worked within a tight budget to deliver an event that was praised by both those within the organisation, as well as our guests. Since the event we have continued to receive feedback about the quality of the event delivered - from the theming and food to the execution. And throughout the entire organising process they were as excited about seeing our event come together as we were, which was inspiring. I would highly recommend Engage at Disegno for any event and would not hesitate to use them again for any future event I am organising. ”

— Emma Watts | 
Destination Communications Manager, Tourism Victoria