Premium Opening

The National Museum of Australia


The Concept.

The National Museum of Australia (NMA) required a premium ticketed event, showcasing the unveiling of its newly completed multi million-dollar renovations. The NMA required this event to deliver a high-level of unique cosmopolitan content, which captured the imaginations of Canberra audiences as well as attracting interstate travellers.

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Orechestra Teddy hand up

The Experience.

To deliver the desired outcomes, AD firstly held high-level stakeholder strategic meetings with NMA, Visit Canberra, Opera Australia (OA) along with partnering discussions with Virgin Australia, Uber and Hilton hotels. After consolidation it was concluded to centre the event on celebrity opera singer Teddy Tahu Rhodes, who has Australia wide, high level marketing pull, and to use the CODA Conversations format held at Sydney’s Quay Restaurant. Active Division produced and executed all areas of the event, whilst working closely with NMA, OA and Visit Canberra’s marketing, business strategic development and venue departments.

Aiding Canberra and Sydney tourism development, Active Division devised an industry talk session at Huberts Sydney, where press and VIP guest could meet and gain information on the arts tourism partnerships being developed across the two states.

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Crowd interaction
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The Results.

300 VIP Guest

Attracting High level VIP patrons and partners from QLD, NSW and ACT averaging $300 per ticket.


Combined views and interaction across social media platforms

15 Channels

Co-ordinated marketing AL/BL mix across papers SMH, AF, Billboards, Social media, Multiple partner databases, interviews, news articles.


Extensive strategic networking partnerships in ACT & NSW, across tourism, transport, venue and through business chamber of commerce sectors