Experience Agency Imagination Steals Top Honours At APAC Marketing Events Awards

HMAS Tobruk front and centre at the Pyrotechnics Display and Lightshow Spectacular as part of the Royal Australian Navy’s International Fleet Review (IFR) 2013. *** Local Caption *** The Sydney sky line came alive on Saturday 5 October 2013, with a Pyrotechnics Display and Lightshow Spectacular as part of the Royal Australian Navy’s International Fleet Review (IFR) 2013.

The highly choreographed fireworks, light and live action show centred around the Sydney Harbour Bridge and Opera House and was produced by Imagination Australia.

During the spectacular, fireworks were launched from the decks of Royal Australian Navy warships, live action scenes took place on and off ships and support boats.  Choreographed flyovers were conducted by Navy and Air Force Aircraft, while a lightshow telling the history of Navy was projected on the pylons of the Sydney Harbour Bridge, the sails of the Opera House and the roof of the Australian National Maritime Museum in Darling Harbour.

The show was choreographed to a soundtrack created in collaboration with the Royal Australian Navy’s Director of Music, LCDR Paul Cottier.

The International Fleet Review (IFR) commemorated the centenary of the first entry of the Royal Australian Navy’s fleet into Sydney Harbour on 4 October 1913.  It was the nation’s most significant commemorative naval event in the past 100 years.  Taking part in the celebrations were 37 warships, 16 tall ships and around 8,000 sailors.

Australian experience agency Imagination has been honoured at this year’s APAC Marketing Event Awards.

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The Imagination team was presented with a Gold award in the category of Best Government Event, and Silver for Best Event Production.

The awards were collected in recognition of Imagination Australia’s work on the 2013 Royal Australian Navy International Fleet Review Spectacular. The event which took place on Sydney Harbour to mark the 100th year of the Royal Australian Navy in October 2013, centered around a fleet of international warships used as leading characters in the show.

In addition, Imagination created content on both sides of The Opera House and both pylons on The Sydney Harbour Bridge. The spectacular display also saw the most ambitious pyrotechnic display to ever have been staged across the harbour.

In creating the experience Imagination engaged over 1.7 million spectators around Sydney Harbour, plus 2.8 million views on YouTube. The event was the highest rated ABC show and ABC’s most watched event in history, in addition to being viewed live from 79 countries around the globe.

Antony Gowthorp, managing director at Imagination Australia, said the awards were recognition of the outstanding team effort in bringing the experience to life.

“100 years of proud service required a story to be told that not only reflected, but celebrated the courageous work the Royal Australian Navy has done for our country. This was an ideal canvas for Imagination to demonstrate the power of experience to engage people in a genuine and effective way,” he said.

“We planned all of the elements to work together seamlessly to tell a wonderful story, and transform one of the biggest stages in the world, into one synchronised, mesmerising, epic, spectacular, the biggest and most complex show since the Sydney Olympics.”

“It was this perfect combination of creativity, technology and production expertise that came together to create a show like no other, and one that the country won’t long forget,” he added.

The event also saw Imagination pick up a Bronze award for their work on the City of Sydney New Year’s Eve experience in the Best Event Ambience (Consumer) category, a Bronze for Best Event Ambiance (B2B) category for GE ecomagination Centre in Masdar City, and Silver for Digital Integration for the Shell Eco Marathon Asia 2014.

The APAC Marketing Events Awards honour the very best in Asia Pacific’s event marketing, management and planning industry. It is the key event for event marketers and planners, recognising creative excellence, strategic marketing, and operational precisionFor more information about The Marketing Events Awards 2014, click here.