Queen Victoria Building - Storyblok
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Queen Victoria Building
Problem Brief – Digital Christmas Tree Guided Tours
Christmas Campaign, November – December 2021
1
QVB | Problem Brief – Virtual Guided Christmas Tree Tours
TASK OVERVIEW
To deliver a virtual online guided tour of the new QVB Christmas Tree Experience for the QVB community. During a year of
distance, isolation, unforeseeable lockdown mandates, and reopening uncertainties we want to foster a sense of connection
and deliver an immersive tour experience whereby guests can be digitally transported into the heart of the QVB and
experience the essence of its new bespoke suspended Christmas Tree through an online guided tour from the comfort of
their homes.
Since its opening in 1898, the QVB has achieved iconic status for marking history with its grand Christmas Décor Program and
in-centre Experiences. 2021 heralds a new chapter in the QVB’s Christmas history with a new decoration program and new
tree as its hero centre piece. Continuing to hold the record of Australia’s largest indoor Christmas tree, the new tree design is
inspired by the Wollemi Pine, a native pine tree to Australia, believed to be one of the oldest living species in the world.
The launch of the new tree will facilitate an immersive story telling experience through the decorations, lighting and
soundscape from Ground and up to Level 2.
CHALLENGE TO ADDRESS
The task to be addressed is scoping the most effective platform, design, format and/or execution to deliver this product to
consumers. The result of this product will deliver an online Christmas Tree Tour experience for our customers to belong to
something bigger and reconnect with Christmas traditions that feel safe and comforting in the face of uncertainty delivered
to our community.
Capturing a moment within the grandeur of the iconic QVB alongside Australia’s largest indoor Christmas tree has long been
heralded as a tradition at the top of a Sydney-sider’s list to tick-off at the most magical time of year. Millions of people visit
the QVB each year throughout December to witness this moment and followers on social media often ask to learn more –
about its history, the engineering of the tree and how simply, a 25m sculpture is erected over a few nights in the middle of
the Sydney CBD. This product needs to be designed to deliver on that demand, provide this information and unlock a digital
opportunity for online engagement altogether fostering brand loyalty within the hearts of Sydneysiders.
The product must be informative, educational and immersive, bringing the in-centre experience of a QVB tour into the
homes of our consumers. The platform must be easy to navigate, free for all consumers to access and not require a booking
(i.e. can be accessed 24/7).
PRODUCT OBJECTIVES
Success Measure Purpose of Measure How will this be Baseline Target
measured
Digital Christmas To test the volume of Monitoring of guest data 44.5k 49k
Tree Tour customers viewing the registration on Storyblok
Attendance experience and success
of the project as a data
acquisition mechanic
Reach To test generation of Monitoring campaign 895k 984.5k
campaign reach in reach through PR agency
market
Consumer To build customer digital Monitoring social 1,000 - eDM 1,500 - eDM
database channel acquisition channels for growth 2,000 – Social 3,000 – Social
acquisition through the activation as including, eDM, Social 3mil – website 3.5mil – website
a mechanic of data Media channel followers views views
collection (Instagram and
Facebook), website views
2QVB | Problem Brief – Virtual Guided Christmas Tree Tours
Brand awareness To test the PR and Monitoring press 25 pieces of media 30 pieces of media
positive talk-ability of coverage and placements coverage coverage
the activation and its via PR agency
impact on the brand
positioning of the centre.
To also strongly position
the centre in market and
cut through noise from
competitors
AUDIENCE AND CONSUMER INSIGHTS
Primary Audiences:
Metro High Flyers –
These young, high affluence singles and couples like to live life to the fullest, and aren’t afraid of spending to do so. According
to Quantium’s Q. Segment Crowds, 205,600 are MTA residents, 40% shop in centre and 0.3% market share. 24% of centre
spend is contributed by Metro High Flyers with an $23,490 average annual spend in all retail per capita.
Metro High Flyers have money to burn, and enjoy wide array of entertainment options open to them to spice up an evening.
They are devoted patrons of upmarket pubs and artisan dessert parlours. Food should be healthy and nourishing, but they
still love to indulge in chocolate every so often. Metro High Flyers are always willing to spend more for high quality meals and
ingredients, either from the Providore or a local organic market. When entertaining at home, upmarket beverages like craft
Australian beers and imported wines are the go-to drink of choice. Appearance is important to this group, whether it be
decking their home out with exquisitely crafted homewares imported from across the seas or splashing out on high-end skin
care, cosmetics and designer brands. Metro High Flyers like to travel, and they travel smart. This means finding great deals on
online travel booking platforms and house-sharing. Nonetheless, spending a few nights in a luxury hotel is certainly
something that they will say yes to.
Via a demographic breakdown on the basis of age, the Metrotech audience (25 - 44years old) represents 71.9% of Instagram
QVB’s Instagram Channel audience and 61% of followers on the QVB’s Facebook channel. This indicates that this consumer
segment are deeply embedded and engaged in QVB channels and also indicates their appetite for digital content supplied by
the QVB.
Prosperous Families –
According to Quantium’s Q. Segment Crowds, of QVB’s main trade area 239,200 are Prosperous Family residents. 31% of this
population shop in-centre and 0.2% market share. 25% of centre spend is contributed by Prosperous Families with a $31,711
average annual spend in all retail per capita.
This market segment can be described as high-income families, typically own their own home in the inner suburbs. They
studied hard, worked hard, developed in-demand skills and professional networks, invested smartly, donated to personally
important charities and helped out family members. They expect options - anything on the menu, anything on at the arts
festival, any destination anywhere in the world.
Via a demographic breakdown on the basis of age, the Prosperous Families audience (35 - 54years old) represents 51% of
Instagram QVB’s Instagram Channel audience and 50% of followers on the QVB’s Facebook channel. This indicates that this
consumer segment is engaged in QVB social platforms and channels.
Secondary Audience:
Golden Days –
These retired professionals and executives have both time and money to spend on their extensive interests. According to
Quantium’s Q. Segment Crowds, of the centres main trade area 194,100 are MTA residents.
30% shop in centre and 0.3% market share. 28% of centre spend is contributed by Golden Days with an $26,312 average
annual spend in all retail per capita.
This market are living the dream, having retired from professional and executive positions, people in this group are
sophisticated, worldly and health-conscious. They often enjoy local theatre or performing arts and travel internationally.
3QVB | Problem Brief – Virtual Guided Christmas Tree Tours
They also are adventurous with food inspire by African, European or Middle Eastern cultures. Their rich tastes inspire the use
of many herbs and spices in their home cooking. They appreciate a good book as they are passionate about educating
themselves with international cultures, movies and music. Golden Days have an appreciation for fine wines, premium
cheeses and deli specialties. They are loyal to their favourite luxury brands and like to keep up appearances with expensive
cars and high-end fashion items. They enjoy their engaging lifestyles and are willing to spend the time and money to maintain
them.
KEY CONSIDERATIONS
• This is to be a free experience
• The product needs to consider opportunities for customer acquisition
• The product will not require pre allocated bookings (no integration of SimplyBook systems)
• The experience should allow flexible viewing 24/7
• The product must be pre-recorded (no livestreaming)
• The product needs to be self-guided i.e. guests can stop/pause on the tour when needed
• The experience must capture multiple areas of the QVB (refer to Tour content)
• The product will include an audio overlay of a scripted tour
• The product must include subtitles for accessibility
TOUR CONTENT
QVB Christmas Tree Tour
Chapter Topic Location
Acknowledgment of Country Queen Victoria Statue, Druitt St
1
History of Christmas Traditions coined by Queen Victoria Queen Victoria Statue, Druitt St
Early 1900's/Federation Decorations Ground Floor underneath Tree
1960's Electricity Company decorations Ground Floor underneath Tree
2
Mid-1990s animatronic Tree Ground Floor underneath Tree
Early 2000s Pre-Swarovski Bark Tree Ground Floor underneath Tree
Swarovski Partnership Level 1 South
3 Wollemi Pine Tree Narrative and Symbolism Level 1 North
Flannel and Quandong Seed motifs Level 1 North
Engineering/ statistics Level 2 North
4 Lightshow Significance and Narrative Level 2 North
Tree Top Star Level 2 South
TIMINGS
Pre-Promotion: Thursday 11 November 2021
Tour link launch: Wednesday 24 November 2021
Tour link expires: Wednesday 10 January 2022
No bookings required
4QVB | Problem Brief – Virtual Guided Christmas Tree Tours
EXPENSES
Total Budget: TBC – please advise other expenses that need to be budgeted and considered for this brief
QVB 2021 Digital Christmas Tree Guided Tours
Item Cost Comments
Operating Expenses
Admin Costs
Legal Fees $3,000.00
Production Costs
Tour Production (staff, equipment, audio) TBC
Website Platforming TBC
Total TBC
CHRISTMAS DECORATIONS BACKGROUND
Refer to attached Christmas Decoration Presentation for further creative details.
5QVB | Problem Brief – Virtual Guided Christmas Tree Tours
EXAMPLES OF REFERENCE PROJECTS
National Gallery of Victoria:
• https://bit.ly/39tkKdy
• https://youtu.be/xfESDvIug3w
• https://bit.ly/3CBnxxS
Art Gallery of NSW:
https://www.artgallery.nsw.gov.au/art/channel/virtual-visit/archibald-prize-2021/
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