The Challenge Presented:
Kia Australia partnered with Bastion to create a tailor-made live experience that would bring the brand’s viral Hotel Tasman campaign into the real world. The challenge was to transport fans and patrons into the iconic Hotel Tasman setting while showcasing the capabilities of Kia’s inaugural Australian ute. The experience needed to remain culturally relevant within Melbourne’s tennis and sporting landscape and drive strong product awareness during a highly competitive peak event period.

The Strategy Created:
Bastion delivered a full custom-built Hotel Tasman activation at Princes Walk, Birrarung Marr, located near the Australian Open entry gates. The experience featured three Kia Tasman utes on display alongside a bespoke internal fit out that brought a classic Australian pub atmosphere to life. Guests were invited to engage further through an interactive VR driving experience, recreating the campaign’s iconic Beer O’Clock Hill moment. Bastion provided end-to-end creative services, production, custom sourcing, staging, art direction and onsite management to ensure a seamless and immersive execution.

The Strength Achieved:
Running from 18 January to 1 February, the Hotel Tasman experience successfully transformed a digital-first campaign into an impactful real-world activation, driving fan engagement and product visibility during one of Australia’s biggest sporting moments. To elevate the activation further, Bastion coordinated a VIP appearance from Kia’s Global Ambassador, Rafael Nadal, delivering an exclusive photo and signing opportunity. Bastion also managed risk, safety, security and full onsite talent operations, ensuring a smooth and memorable experience for Kia Australia, talent and select content teams.