On May 22, 2018, IMAX Melbourne Museum turned 20. To celebrate, they launched a year-long integrated brand and publicity campaign that focused on a tip shared during the 2017 GSCA Marketing Symposium: the importance of engaging with and acknowledging your core audience, your “one percenters.” Plus, they threw a huge party. Winner of the GSCA 2018 Best Theater Marketing Campaign, Melbourne's  #20YearsOfIMAX suite of eye-catching assets is bold, creative and has cut through in all markets.