Queensland Rugby League are passionate about footy and passionate about promoting Queensland. For years they had worked on an event concept to support and extend the annual State of Origin matches and to drive tourism and activity throughout the city, and we’re working with them to bring it to life.
Together with QRL we consulted with major sponsors and partners to understand their expectations, desired outcomes as well as speaking with board members and internal staff to uncover their goals for the festival. We researched their customers and target audience to develop an event program that celebrates Rugby League and showcases Queensland.
We’ve worked closely with QRL to craft the festival brand, key campaign messages and copywriting, and developed the Maroon Festival app, including the augmented reality Legends Walk – where fans can watch Former Origin Greats appear before their eyes.
The festival kicks off on Sunday 28 May with the XXXX Queensland Maroons team in attendance for the Maroon River Parade & Fan Day and finishes with a huge live broadcast of Holden State of Origin Game I at the Maroon Festival Live Site.