Cricket Australia
The Boundary Beach Club

An experience like no other, watching Australia take on New Zealand in the Day/Night Test from the comfort of a custom deck and pool inside Optus Stadium.

Brief

To create a unique, fun and different experience for Perth cricket fans to engage with the game in a new way, while creating an asset that truly characterises Perth.

Execution

Activated across the first four days of the Perth Test (12-15 December, 2019), the Boundary Beach Club included a two-tiered turf deck with a 35m² pool, allowing fans to escape the 40°+ temperatures to watch cricket in a way never seen before in Perth.

To gain entry, fans were challenged to come dressed ‘beach ready’ and be snapped by roaming photographers pre-match to win an upgrade into the Boundary Beach Club for one of the 3 daily sessions across the 4 day Test.

Our role included creative ideation, full site planning and execution, working with contractors, suppliers, partners and key stakeholders to build, operate and dismantle a safe temporary venue while delivering a fun and enjoyable experience for patrons during the event.

The End Result

The bespoke space drove ticket sales to new audiences and created a venue and space that integrated well into broadcast and game day presentation, with over 1,000 fans enjoying the experience. It created an abundance of promotional opportunities for the Perth Test including 25 earned media coverage hits pre-match.

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Fans Staying Cool During the Test
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Return on Ad Spend Investment through Paid Social
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Hits of Media Coverage

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