Our work

TRAVEL TEXAS X SXSW SYDNEY

Client

Travel Texas

Date

March 2023

Campaign

SXSW Sydney

Target Audience

Sydney consumers aged 25 – 55

The brief

Host a Texas takeover day at Brand USA’s ‘USA House’ for SXSW Sydney and create a day of engaging activations to promote Texas as a destination.

The Challenge

This was the first SXSW Sydney event, with no prior show to benchmark attendee numbers and general public interest against.

Our Approach

  • GTI engaged with renowned open flame chef, Lennox Hastie of Firedoor Restaurant, to host a cooking demonstration outside of the USA House, speaking to the art of BBQ and classic Texan flavours. GTI invited key Media and Trade partners for this exclusive opportunity to sample his take on iconic Texas BBQ.
  • Partnered with Gelato Messina to create a limited-edition Spicy Margarita with our own ‘Spicy Rita Rockstar’ gelato to be served at the event, paying homage to the Margarita Mile of Dallas.
  • Worked with Alexis Teasdale (stylist, writer & branding specialist) to create a custom media wall with cowboy boots and fresh florals, along with a design your own cowboy hat making station.
  • Imported Texas wines, not available in Australia, for intimate wine tastings.
  • Secured musicians and DJs from Texas as well as Line Dancing entertainment.
  • Generated earned media following media alters in publications such as Broadsheet and Time Out.
  • Utilised existing partnership with Concrete Playground to secure additional content posted on their channels to promote the activation.

The results

  • Highest attendance of all destination takeovers at USA House, with 763 badge holders and estimated 300 from the general public
  • Attracted 22 media guests, contributing to widespread coverage.
  • Pre-event media coverage was secured across four publications, driving anticipation and awareness.
  • The event generated media coverage from SXSW Sydney, influencers, and trade partners, further amplifying the reach and impact of the Texas takeover day.
  • Lennox Hastie cooking demonstration sold out prior to activation occurring
  • Cowboy hat making was a huge success, running out of hats within the first 2 hours. Bonus exposure with Cowboy hats flooding the Darling Harbour precinct
  • Over 1000 x scoops of custom gelato handed out.