Technology-led Qantas and Tourism Western Australia campaign brings WA to Melbourne

WA’s finest brought to Melbourne via Banter

Banter pop up in Federation Square.
Banter pop up in Federation Square.

Qantas and Tourism Western Australia are making virtual reality the centrepiece of their new tech-led tourism marketing campaign, which gives Victorians the opportunity to experience Western Australia via an interactive pop up in Federation Square.

Qantas and Tourism Western Australia have partnered with Banter to provide the free interactive three-day pop up in February, which allows participants to work remotely or unwind while being immersed in the sights, tastes, and sounds of WA.

Termed ‘WorkPlayce’ for its two ‘work’ and ‘play’ themed rooms, the pop up will highlight a different WA region each day, the ‘play’ space offering an interactive experience of WA with activities including a live demonstration of pearl harvesting from Broome, a virtual reality swim with whale sharks in Ningaloo Reef, and a photography tutorial. The ‘work’ space is a remote working room with Wi-Fi, power ports and refreshments featuring WA destinations on large screen TVs, from the natural wonders of Kings Park, to a sunset at Cottesloe Beach.

Qantas and TWA will offer complimentary beer, wine and food, such as fresh Exmouth prawns, to entice Victorians to consider WA as their next holiday destination. Visitors will also be greeted by Qantas cabin crew and can experience the 787 Dreamliner Business class suite to promote the Qantas Dreamliner, which will begin flying to London via Perth from late March, the first time Australia and Europe will be connected by a nonstop service.

Qantas has been investing in a hefty mix of technology, data, people and brand marketing, complemented by a mass market Qantas brand repositioning campaign, since October 2016

Visitors can walk-in or pre-book a session via Eventbrite and places are limited. WorkPlayce is located at Federation Square (corner Swanston & Flinders Street) from 13 to 15 February, visitors can work at The WorkPlayce from 8am – 5pm, and play from 12 – 8pm.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in