Reconnecting Sydney with the Gold Coast.
Qantas wanted to celebrate, announce and gain awareness of the return of Qantas flights to the Gold Coast after a four-year hiatus.
To spectacularly illustrate where Qantas and the Gold Coast meet, we created a massive sand sculpture of the interior of a Qantas 737-800. The sand sculpture, complete with pilots, cockpit and passengers captured the fun of this leisure destination.
The sculpture was created over one week at Sydney's famous (and centrally located) Customs House - drawing a huge audience that returned several times throughout the build to view the progress. The sculpture was created in live time by a team of world-class sculptors drawn from all over the globe. The result was an incredibly detailed sculpture including a life-like replica of Qantas Ambassador Dame Edna. An empty seat was created for the audience to occupy and be photographed aboard the sand plane.
The sculpture generated huge media interest with coverage including Channel Nine 6pm news, a breakfast cross and interview on the Today Show, mentions on 2GB radio and press coverage in the Daily Telegraph.
Online coverage included the Herald Sun, Daily Telegraph and news.com.au.
Most importantly, the strong media coverage eventuated in strong forward bookings to the Gold Coast destination.