The Brand Agency celebrates Rio Tinto’s 50th with a big presence at the Perth Royal Show

The recent Perth Royal Show saw the culmination of celebrations for Rio Tinto’s 50th anniversary since the first shipment of iron ore left Dampier in the Pilbara. A 1,750m2 exhibition at the Show, created by The Brand Agency, included the final installment of their Groundbreaker campaign, highlighting milestones over the past 50 years.

Designed as an educational and interactive exhibition, Royal Show patrons were able to engage with and learn about Rio Tinto’s history. Created to highlight Rio Tinto’s involvement in the community and the innovative nature of its business, the display had six different areas, each offering very different experiences. They included Building our State, Growing Strong Bonds, Inspiring Future Minds, Respecting Our Lands, Kicking Big Goals and Working Stronger Together. Key attractions included a Komatsu dump truck, which was so large it had to be constructed on site, a nature play area and an innovation zone with bicycle powered video simulation, 3D printing, robot trucks and virtual reality headsets.

Over the past 12 months, The Brand has also created and installed a series of major events throughout the state to showcase the important half century milestone for Rio Tinto. They included an exhibition on the 51st floor of the Central Park building, which attracted more than 2,000 visitors in its first week. There was also the travelling Groundbreaker Trail that visited five Pilbara towns and also went to Taiwan, Japan and South Korea. A gala event at the Perth Convention and Exhibition Centre attracted more than 600 state, national and international dignitaries. All of these events were supported by a full suite of print collateral, a fully responsive website and social media campaign.

During the week of the Royal Show tens of thousands people visited the Rio Tinto exhibition and thousands of people posted a photo with the dump truck using #riotinto50 on Instagram.

“It’s been a massive undertaking for our team to bring the celebration of 50 years of Rio Tinto mining iron ore in the Pilbara to life. We worked as an extended part of Rio Tinto’s team and I’m really proud of our work in helping this iconic Western Australian company deliver such a successful campaign,” said Nick Bayes, General Manager at The Brand Agency.