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Marketing Resource Library

IMAX Melbourne’s Big Idea to Partner with Sichuan Airlines for Pandas 3D

Author: Administrator Account/Wednesday, October 24, 2018/Categories: Marketing Library

At the September 2017 GSCA conference in Chicago, IMAX Melbourne General Manager Richard Morrison and PR & Brand Manager Kate Piasecka met with acclaimed director Drew Fellman to discuss his latest project, a film about pandas. Drew’s passion for the film was infectious, the footage screened during the conference was incredible, and both Kate and Richard knew the film would be a hit with their audiences.

Melbourne has a strong connection to China, with Chinese migration dating back to the Gold Rush in the 1850s. Today, 8.5% of Melbourne’s total population identifies as Chinese Australian. The Australian government has a consulate office in Chengdu, China, as there are strong connections relating to trade between the two cities. Victoria’s Phillip Island Penguin Research Base is the sister research base of the Chengdu Giant Panda Base of Research that is featured in Pandas 3D. Melbourne’s GSCA award-winning Big Idea was to partner with a Chinese airline and negotiate a partnership package, which would enable Melbourne to reduce costs, provide one Melbourne family with the trip of a lifetime to Chengdu, China, and would also benefit the airline partner.

IMAX Melbourne approached two airlines with partnership proposals and quickly locked in Sichuan Airlines, which had recently launched travel routes from Melbourne and Sydney direct to Chengdu, China—home of the giant panda. Sichuan Airlines agreed to fly Dr. Jake Owens, who is featured in the film, from Chengdu to Melbourne return, business class, and an Australian family of four to Chengdu, where they would tour the Sichuan Region on a river cruise for nine nights. IMAX Melbourne took this prize to Australia’s highest circulating newspaper, the Herald Sun, and negotiated a media partnership to promote the film and this trip of a lifetime. The partnership with Herald Sun included print and digital coverage and was valued at over $175,000.

IMAX Melbourne considers the Sichuan Airlines partnership the most successful part of the campaign since it led to a hugely beneficial partnership with the Herald Sun. Together these partnerships enabled IMAX Melbourne to be well on track to eclipsing their admission target, leverage Dr. Jake Owens’ expertise, send the message of panda conservation far and wide, and reward an Australian family with the trip of a lifetime.


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Tags: Big IdeaPandasIMAX MelbourneSichuan AirlinesGSCA award

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