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.
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 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.
