SOVEREIGN HILL
The Story Lives On
The never-before-seen side of history
Sovereign Hill is a popular tourist attraction and living museum depicting life during the Australian gold rush.
Though well-known and beloved, rising costs meant they needed to entice visitors to keep coming back.
We told the story of the goldfields through an entirely new lens, transforming it from a kitsch and cutesy after-school special into a visceral and turbulent saga of danger, greed, dreams, and struggle.
The campaign was designed as a giant product demonstration, featuring actual Sovereign Hill locations, attractions, experiences, costumes, and employees.
Despite launching in winter, the campaign helped break visitation records, including the highest single-day visitation in 43 years.
