Elmar Trefz and Stephen Van Elst created an experiential marketing environment to help ABT provide a seamless experience of Cirque du Soleil’s ‘Dralion’ tour. Optus Cirque du Soleil Experiences the hospitality lounge and bar is open to up to 200 visitors at a time as they pick up tickets, check in or wait for friends.

The multimedia experience is designed to reflect Optus’ digital content capabilities, picking up the values of challenge, fun, wit and interactivity. The tent, like the web site, is divided into four quadrants reflecting the elements of water, air, fire and earth.

The pinnacle of the Optus experiential solution is a 17-metre, interactive ceiling projection, which uses motion sensors to respond to audience gestures and movement. This works alongside six window ‘portals’ offering pre-performance glimpses of ‘Dralion-in-the-making’, to whet the appetites of attendees. Having kicked off in Sydney, the Dralion tour will visit Canberra, Brisbane and Perth before closing in Melbourne in June 2009, and will be personally visited by an audience of around 1 million people.

Produced at Spinifex Group for ABT Sydney.