Balloon brand takes Darling Harbour to new heights

Balloon brand takes Darling Harbour to new heights

Sydney’s Darling Harbour has been given a colourful and bubbly facelift by Interbrand Australia in an attempt unite the entire precinct under one brand.

B&T Magazine
Posted by B&T Magazine

The refresh has introduced the “world’s first inflatable brand identity” (see pictures) and brings together the precincts various events including Latin festival Fiesta, the Hoopla circus and Santafest.

Interbrand was recruited by the Sydney Harbour Foreshore Authority (SHFA) to fulfil its vision of creating “extraordinary places the world talks about”.

“To do this we created the world’s first inflatable brand identity. This distinctive idea clearly and simply connects: communications, street furniture, way-finding, uniforms and websites.”

Interbrand has also developed an augmented reality (AR) app in collaboration with AR specialists Explore Engage.

The app encourages users to follow an onscreen balloon trail to discover new areas, pop balloons to reveal special offers, play games and to share their experience via balloon message.

Mike Rigby, executive creative director Interbrand Australia, said: “This isn’t just about a new brand identity, but a strategic activation plan that will improve the Darling Harbour experience for everyone.”

David Storey, general manager Interbrand Sydney, added: “The new identity system for Darling Harbour has given us the tools to talk about the diversity of the offer and the variety of events in a cohesive way, that engages our tenants, Sydeny-siders and visitors.”

The Darling Harbour work has prompted the SHFA to continue to work with Interbrand on a branding project for The Rocks precinct.

CREDITS: Client: Sydney Harbour Foreshore Authority Director, Marketing and Partnerships: Julian Boram A/Director, Marketing and Partnerships: Nicole Florio Head of Design: Michael Donohue Agency: Interbrand Australia Executive Creative Director: Mike Rigby, Chris Maclean Designer: Diana Chirilas, Britain Smith, Ed Hall, Eric Ng Writing: Lex Courts Management: David Storey, Matt Hinchliffe, Damian Borchok Strategy: Dean Christie, Gareth Stewart Director, Marketing and Partnerships: Julian Boram A/Director, Marketing and Partnerships: Nicole Florio Head of Design: Michael Donohue

Latest News

Green foliage of Cannabis sativa - drug, hemp
  • Media

It’s B&T’s Industry Drug Survey

The hardest thing we ingest is our daily soy latte. We want to know the industry's secrets. All responses are anonymous.

by B&T Magazine

B&T Magazine
All The Excitement About The Adelaide Advertising Awards!
  • Media

All The Excitement About The Adelaide Advertising Awards!

Matt Griffin, Founder and Chief Executive at Deepend Group, is helping shake up the Australian creative industry’s award system and driving change to instil a more transparent, dynamic and merit-based approach when it comes to recognising excellence.   Matt has more than 20 years' experience in the design and interactive media industries and has featured on many interactive panels and award juries including the New York Clio Awards, the London International Advertising Awards (LIAA) and the Australian Writers and Australian Writers Art Directors Awards (AWARD). He is also co-chair the Australian Interactive Media Industry Association (AIMIA) awards.

Opinion

by Deepend Group

Deepend Group
Netflix Won’t Be Renewing Movie License Partnership To Focus On Original Content
  • Media

Netflix Won’t Be Renewing Movie License Partnership To Focus On Original Content

Netflix has announced its ending its partnership with entertainment network Epix, moving the streaming site further towards relying on original programming. In an announcement on its blog, Netflix’s chief content officer Ted Sarandos said: “We have decided not to renew our agreement in the US with Epix, the cable network, which means that some high profile […]

Fit Media CEO Discusses All With B&T
  • Media

Fit Media CEO Discusses All With B&T

Summer arrives in just 12 weeks and reminding us we need to get our chubby, pasty butts down the gym is FITMEDIA’s new CEO Dan Richardson. Richardson, who was FITMEDIA’s marketing manager before leaving for a product marketing manager role at music streaming service Guvera last year, joins the Executive team of Michael Henry, who […]

by B&T Magazine

B&T Magazine
Industry Profiles: It’s Ogilvy PR’s Group MD Susan Redden Makatoa!
  • Media

Industry Profiles: It’s Ogilvy PR’s Group MD Susan Redden Makatoa!

Few may know the dedication Susan Redden Makatoa, group managing director, corporate at Ogilvy PR, has to her 80s music and RM William boots, and yet she bares all to be a part of the B&T Industry Profiles. If you could be Prime Minister for a week, what would you do? With my Chair of […]

by B&T Magazine

B&T Magazine
Bauer Media To Cease Publication Of Top Gear Magazine
  • Media

Bauer Media To Cease Publication Of Top Gear Magazine

Bauer Media has announced the closure of TopGear Australia magazine and its companion website, with the magazine ceasing publication from the October 2015 edition. Bauer Media chief executive officer David Goodchild said, “TopGear Australia magazine had entertained and delighted many hundreds of thousands of readers over the years with its irreverent take on the motoring […]

Mamamia Nabs Ten’s Digital Sales Manager Luke Manley
  • Media

Mamamia Nabs Ten’s Digital Sales Manager Luke Manley

Luke Manley will join the Mamamia Women’s Network as Victorian sales director at the end of September after three years driving creative digital advertising solutions as digital group sales manager at Network 10. Manley fills the vacancy created by current director Fran Vavallo’s maternity leave and will head MWN’s growing dedicated Victorian Ad Sales Team which […]