Qantas launches 'Uplifting' campaign with the Australian ballet via PLAY Communication
To showcase Qantas' partnership with The Australian Ballet, brand experience agency PLAY Communication has launched an experiential campaign entitled 'Uplifting'.The pop-up exhibition, which launched in Melbourne last week, is a showcase of assets from past performances including pointe shoes, tiaras, headpieces and costumes, along with a plasma screen showcasing footage from 'A Year Inside The Australian Ballet'.
The exhibition will tour airports in Melbourne, Brisbane and Sydney
throughout September and October. It aims to celebrate 50 years of The
Australian Ballet, and demonstrate the heritage of their relationship
with Qantas, including a focus on tours that the airline has supported,
such as the company's recent tour to New York.
David McAllister, the artistic director of The Australian Ballet said it was a wonderful way of expressing the partnership.
Says McAllister: "Qantas has supported us for many years and we love flying with them. In our 50th anniversary year we have travelled to almost every corner of Australia with them, as well as to New York, so it's fantastic to see this pop-up exhibition come to life."
The exhibition is part of the wider 'Uplifting' campaign, which celebrates Qantas' longstanding partnerships with iconic Australian arts and cultural organisations. It aims to invite consumers to experience art where they'd never expect it.
The activation is the first project PLAY has executed since their appointment to the Qantas agency roster in June.
David McAllister, the artistic director of The Australian Ballet said it was a wonderful way of expressing the partnership.
Says McAllister: "Qantas has supported us for many years and we love flying with them. In our 50th anniversary year we have travelled to almost every corner of Australia with them, as well as to New York, so it's fantastic to see this pop-up exhibition come to life."
The exhibition is part of the wider 'Uplifting' campaign, which celebrates Qantas' longstanding partnerships with iconic Australian arts and cultural organisations. It aims to invite consumers to experience art where they'd never expect it.
The activation is the first project PLAY has executed since their appointment to the Qantas agency roster in June.
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