In 2022, Sydney hosted 7 matches of the ICC Men's T20 World Cup. Destination NSW and the NSW Government worked with the Local Organising Committee (LOC) to deliver a comprehensive range of marketing and community engagement initiatives to support the event. The objective was to seamlessly combine Match Day activations and distributed events to promote both the T20 World Cup and tourism in New South Wales (NSW).

Central to our campaign was the Feel New Sensory Dome, a 4m-high, 360-degree immersive experience housed in a striking dome tent. Inside, visitors were engaged with custom-filmed content showcasing the beauty of NSW, enhanced by 4D sensory effects like heat, wind, and smoke. To amplify the campaign, we activated a high-energy citywide performance. A 10-person troupe of dancers and drummers, dressed to support the teams playing that night, surprised crowds in key Sydney locations like Parramatta, Bondi, and Circular Quay. On Match Day, the troupe performed at the stadium precinct.

The combined impact of the Feel New Sensory Dome and the citywide dance and drum activations was significant. We successfully engaged tens of thousands of people across Sydney, delivering a series of unforgettable moments that tied the excitement of the T20 World Cup to the emotional appeal of NSW as a destination.