Tourism Events Queensland – Sudirman Cup


Tourism Events Queensland, Gold Coast Council, Badminton Australia and Gold Coast Tourism invested to bring the BWF Sudirman Cup Badminton Tournament to Australia for the first time, held on the Gold Coast in 2017. The Sudirman Cup is the largest mixed badminton tournament in the world and Red Elephant was appointed the official marketing and media partner for the event.


Ticket sales were below forecast, Asian communities were not responding to mainstream marketing and potential major loss to stakeholders.


Provide research and insights, strategy and execution of an integrated community engagement and marketing program targeting the Chinese, Korean, Japanese, Indonesian, Indian, Taiwanese, Sri Lankan and other participating communities. The program included 300 influencers, content marketing, multicultural media partnerships, digital and social media campaigns.

Key outputs/outcomes

Major success including 10 million touchpoints, 20,000 tickets sold (33% above target) and 3300 tickets for the final which was a sellout.