Sydney Olympic Park is celebrating 20 years of evolution since hosting the 2000 Olympic Games, kicking off the year with the biggest brand campaign in the Park’s short, but eventful history.
“365 Things to See and Do” is a multi-channel campaign running across cinema, BVOD, online and social and is being amplified on the ground through an interactive Augmented Reality installation and high-impact OOH, including billboards and flagpole banners throughout Sydney Olympic Park.
Every day during 2020, Sydney Olympic Park will showcase a unique experience that can be had in the Park.
This story is being told via Facebook and Instagram with Park visitors invited to contribute their own experiences by using the hashtag #365things, which are then posted directly to a social feed on the 365things.com.au landing page.
In addition to the 60-second cinematic piece and 30-second TVC, there are five individual video pieces each showcasing a different aspect of life at Sydney Olympic Park, from sport and recreation, arts and culture, and learning and discovery, to community, family and leisure activities.
The “365 Things” campaign was developed in conjunction with creative agency, Banjo with the AR experience designed by experiential agency Urban.
Brett Morgan, Sydney Olympic Park Senior Manager Marketing and Communications said:
“Sydney Olympic Park rightfully has a reputation as the premier sports and major events precinct in Australia, but what many people don’t realise is there is another side to the place, with vast outdoor spaces, public art, over 50 dining options, playgrounds, wildlife sanctuaries and culturally-significant sites that well and truly pre-date the Olympic Games.
“This campaign will help us tell the whole story of what the Park has to offer to the residents of Sydney, now and into the future, while acknowledging the transformation that has taken place here over the past 20 years.”
Perhaps the most impressive element is the Augmented Reality installation located outside the Sydney Olympic Park train station within the precinct’s town-centre. The imposing structure stands almost 4 metres high and acts not only as a great photo opportunity for arriving visitors, but doubles as a virtual “screen”, around which the Augmented Reality experience is centered. The experience is completely self-guided and is accessed via the user’s mobile phone.
“This bold feature really creates a sense of arrival at the Park and is a great opportunity for visitors to engage with our brand on their way to or from an event in one of our many world-class venues,” Morgan said.
The public can also expect to see a second, smaller AR-powered structure at major sports and concert events taking place at Sydney Olympic Park this year. Look out for it at T20 World Cup, National Athletics Trials, select BBL and AFL matches and State of Origin.