Aim

In order to recreate that sense of adventure weddings can have, the story of Alice in Wonderland was used as inspiration to create a fairy-tale theme that centred around the character of Ruby, the bride-to-be. We created a suite of marketing materials that promoted three QT properties – Sydney, Gold Coast and Port Douglas – as unique wedding destinations.

Method

We used the individual personalities of each hotel as a backdrop to the narrative of the bride’s journey. We collaborated with writer, Sas Lyon, to develop the story and by using collage, we were able to play with the size of everyday objects in order to enhance that sense of playful make-believe. On the last page of the booklet, a stiletto pocket was used to hold the bride-to-be’s notes, a reference to another fairytale, Cinderella.

Results

The booklet was used as the basis of a national advertising campaign and repurposed into electronic form and viewed on iPads, providing the sales team with a unique and interactive selling tool.