Activation specialists Traffik have lived up to their name, delivering three unique brand experiences at the 2022 Australian Open.
Traffik continued its work with Diageo, one of the world’s largest producers of spirits, to bring to life the newly formed partnership between the Australian Open and Gordon’s Gin, with multiple bars built across the Melbourne and Olympic Park site plus halo activities to activate “Shall We Saturday”. The partnership enabled Gordon’s Gin to hero key flavours Premium Pink, Mediterranean Orange and Sicilian Lemon in addition to their new Alcohol-Free product and classic Gordon’s London Dry.
Traffik also secured two new global clients for the 2022 tournament, Rolex and Dunlop.
Traffik, in collaboration with Hype Workshop, built the Rolex VIP hospitality suite for their guests, retailers and senior executives, with the partnership showcasing world-class hospitality to local retailers and allowing their guests to get as close to the action as possible on Rod Laver Arena.
The Official Ball of the Australian Open, Dunlop, had a small but popular photo activation on-site to engage fans and provide them with a unique photographic moment to commemorate their time at Melbourne Park.
Mark Edney, head of sponsorship at Traffik, said, “It’s been a wonderful year for our team at the Australian Open. Our partnership with Diageo continues to strengthen, and the learnings from this event will further enhance how the brand leverages the partnership in 2023,
“It was also a pleasure to bring Rolex and Dunlop to the Traffik family. Rolex identified Traffik as having the strong internal relationships with Tennis Australia that unlocks opportunities and enable Hype to produce their best work,” he said.
“As an agency, we don’t always have to play a lead role. At times, our strongest contribution is to unlock opportunities for others to deliver outstanding work. This year highlighted the technical production and project management capabilities of our team and our ability to deliver different client experiences.”
The 2022 Australian Open is the beginning of Traffik’s work for the year, with brands responding to consumer’s pent up demand for real-life experiences.
