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Imagination brings Sydney Harbour to life with Visit Britain

28 March 2022
video of children running and smiling projected on a building

We’re thrilled to have brought to life an epic activation taking place on Sydney’s iconic harbour in the heart of the Rocks precinct. In partnership with VisitBritain and the West Midlands Growth Company, Imagination created a spectacular light projection showcasing the best of this dramatic destination, celebrating the arrival of the Birmingham 2022 Queen’s Baton Relay in Australia.

The Queen’s Baton Relay is the traditional curtain-raiser for the Commonwealth Games. Departing from Buckingham Palace on 7th October 2021, containing a message from The Queen, the baton travels through all 72 nations and territories taking part in the Games before featuring at the Birmingham 2022 Opening Ceremony. The Baton will spend four days in Australia.

To celebrate the arrival in Australia on the 18th of March and leverage the spotlight on the Commonwealth Games, the Business and Tourism Programme held a Destination Showcase Event for the travel industry, media, business professionals and government stakeholders to increase awareness and change perceptions of the West Midlands.

Taking place at Campbell's Cove on Sydney Harbour, a spectacular light projection of the Baton's epic global journey so far, and the West Midlands, this year’s Games host, was splashed onto Campbell's Stores in The Rocks precinct. Imagination also hosted an intimate media and partner event that included an opportunity to hold and be photographed with the Queen’s Baton.

The Birmingham 2022 Commonwealth Games run from the 28th of July to the 8th of August 2022. Featuring thousands of world-class athletes, a global broadcast audience of over a billion alongside, Her Majesty The Queen’s Platinum Jubilee and UNBOXED 2022, it is a central part of a year of national celebration.

“It’s always a thrill to light up the skyline on our special harbour - but it was particularly special to do so as part of the Commonwealth Games. As an agency proudly founded in the UK, even boasting an office in Coventry, in the heart of the West Midlands, Imagination is uniquely placed to help Australia and the UK celebrate such an important occasion.”

Heath Campanaro

Director at Imagination Australia

Regional and national partners include the UK Government’s Department for Digital, Culture, Media & Sport, Department for International Trade; West Midlands Growth Company and VisitBritain.

About VisitBritain:

VisitBritain is the national tourism agency for Great Britain, a non-departmental public body funded by the UK Department for Digital, Culture, Media & Sport (DCMS). Our role is to drive immediate tourism recovery from the COVID-19 pandemic by building back visitor spend as quickly as possible and supporting the industry. We know that inbound tourism is an extremely competitive global industry and we are going to need to be out there competing for visitors and ready to sell Britain. There is a need to boost consumer confidence both domestically and internationally and to support our industry, ready to welcome back visitors as soon as the time is right.

About West Midlands Growth Company:

Our vision is to be the leading regional investment promotion and economic development agency, unlocking the potential for the West Midlands and the UK. Our primary purpose is to attract investment, jobs, visitors and business to the West Midlands. We work with partners to achieve the objectives set out in the West Midlands Combined Authority (WMCA) Strategic Economic Plan. Formerly Marketing Birmingham, our company was established in April 2017. We’ve enjoyed great successes with our leisure, business tourism and inward investment programmes and we’ll continue to grow them to reach our ambitions for the region. We focus our core activities across Greater Birmingham and Solihull, Coventry and Warwickshire and the Black Country, with the potential and scope to deliver services for the wider West Midlands.