Queenslanders came together on Sunday in a celebration of Wally Lewis at The Real King’s Birthday Bash hosted by SportsPick at Brisbane’s Normanby Hotel. The event marked the end of a campaign via Enigma encouraging fans to trade their October public holiday for a December day of rugby league loyalty.
The campaign, launched in October, gave workers the tools to request substituting the King’s Birthday public holiday in October with the day off on Monday 2 December to celebrate the famed rugby league player’s birthday instead.
“This campaign is exactly the kind of work we love—ideas that connect with Australians on a cultural level,” said Matt Ennis, creative director at Enigma.
“This wasn’t just about swapping a public holiday; it was about giving Queenslanders something to rally around—something uniquely theirs. SportsPick gave us the perfect platform to make it happen. And let’s face it, Charles was never going to show up in Queensland anyway, so why not throw a party for someone who’s been showing up for us for decades? When we pitched this idea to SportsPick, we knew it was audacious, but we also knew Queenslanders would get behind it,” added Ennis.
“The idea from Enigma was brilliant, tapping into the true spirit of Queensland loyalty and rallying people behind their real King. King Charles might have his castles, but Wally’s well and truly had the Normanby yesterday— it was packed to the rafters with fans who know where their loyalty lies. With an electric atmosphere and a national media reach of more than three million, this campaign was a huge success,” said Mark Sturdy, managing director of Entain Venues.
The event featured a feast for fans, live music and a SportsPick Punter’s Challenge Tipping Competition.
“What a day! I’ve been called ‘The King’ for years, but I never expected an actual coronation—and at The Normanby, of all places! It was humbling to see so many Queenslanders turn up, from old mates to new faces, all coming together for a bit of fun and plenty of laughs. The vibe was fantastic and I had some good fun with everyone toasting me with a beer and calling me ‘Your Majesty.’ Big thanks to SportsPick and Enigma for pulling this off— we may have to start campaigning for a Wally Lewis public holiday every year after that,” said Lewis.
Credits:
Creative, digital and PR agency: Enigma
Client: SportsPick (an Entain Group brand)
