Communications Strategy and Rollout
Sharing the wonder of the world’s largest flying sculpture with a global audience.
Patricia Piccinini was commissioned to design a sculpture in the form of a hot air balloon, to be launched as part of the Centenary of Canberra celebrations.
The Skywhale was a public art commission with an interesting problem: it was unclear how many of the public would ever get to actually see her fly. Weather dependencies and the cost of flying meant that another way of sharing this artwork with a wide audience was required.
Blueboat worked in close collaboration (and under strict confidentiality!) with the Centenary of Canberra and Patricia Piccinini.
At the centre, our digital hub linked into a social media campaign, as well as a range of downloadable educational and media resources. A library of incredible images and film were shot on secret location, two weeks before Skywhale was launched to the public.
Within a budget of $60k, plus an additional $50k to produce beautiful imagery, Blueboat designed and implemented a communications strategy and branding campaign that assisted in generating:
- Around 1,500 news stories world-wide
- An online community of 2,000 members
- Viral status with videos receiving over 80,000 views within 72 hours of launch
- 25,000 unique website views
- Conversation across 126 countries
- Over 10,000 tweets on the topic