Woolworths, the Australian retailer, is taking tennis fans at this year’s Australian Open Tennis Championships on a unique food journey through a multi-sensory brand experience.
The Woolworths Summer Sensorium takes place at the world-renowned tennis tournament in Melbourne from Monday January 16th to Sunday January 29th. In conjunction with the Woolworths marketing team, BEcause Experiential Marketing, devised the exclusive free visitor experience on Grand Slam Oval at Melbourne Park.
The activation is designed to appeal to all five senses with ‘A Taste of Australian Summer’. It offers fans the opportunity to see, touch, hear, smell and taste Woolworths’ fresh seasonal produce and immerse themselves in an environment which also showcased the local farmers that partner with Woolworths.
Housed within a giant geodesic dome, the immersive multi-sensory food experience provides a rounded paddock-to-plate journey for participants. Consumers can enjoy three summer-inspired dishes taken directly from the pages of Woolworths’ FRESH magazine, each expertly paired with fresh juices to enhance tasting pleasure.
The one-of-a-kind journey takes full advantage of the distinctive dome with highly visual and immersive 360˚ projections produced by Visual Playground, with full narration to take those inside on a full journey from field to plate.
The integrated campaign is being amplified by PR via a media launch involving top Australian tennis player Daria Gavrilova and the Woolies Ballkids, all of which is amplified across the Australian Open social channels. The Sensorium is also attracting a great deal of attention from the visitors attending the popular event from both Melbourne and across the country.
Andrew Hicks, Director of Marketing, Woolworths, comments: “The Australian Open is an iconic Aussie event and we wanted to use our partnership this year to bring to life the great quality food our farmers produce for our customers through a unique and memorable experience. As well as our sponsorship of the Woolworths Ball Kids at the Australian Open, the Summer Sensorium also supports our aim to inspire a healthy Australia and feed fresh talent by showcasing the amazing recipes within our FRESH Magazine, all inspired to create quick, healthy and affordable meals for all the family, ensuring our customers can make the most of their summer.”
This year’s Australian Open tournament is expected to attract more than 700,000 visitors from around the globe across 14 days. Visitors to the Grand Slam Oval at the Open can reserve a ticket onsite at the experience daily.
BEcause XM is an international brand experience agency with offices in Ascot, London, Dublin and Australia as well as a global network of experiential partners.
Woolworths Ltd is an Australian retail group and the second largest company in Australian by turnover. Despite its name, it was never connected with the F W Woolworth retail group which was a fixture on American and UK High Streets.