VISIT BRITAIN

Produced By: Imagination

Client: Visit Britain

Producer: Ciara Hehir

Creative Director: Simon Connell

Delivery Elements: Looping projection mapping content and event activation for Comm Games torch relay in the Rock

In partnership with VisitBritain and the West Midlands Growth Company, Imagination created a spectacular light projection activation, 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.