Making moments that travel
Where gameday meets getaway
Minor Hotels partnered with Brisbane Heat for the 2025/26 season, marking the brand’s first year as an official partner.
BonBon was engaged to bring this partnership to life on game day by creating a visible, welcoming presence that fans would genuinely want to engage with.
Across five matches at The Gabba, BonBon delivered a suite of on-ground activations designed to feel fun, social and shareable.
A hero photo booth at Gate 2 invited fans to capture the moment, with branded photos printed on the spot, paired with a QR code linking to a $5,000 Oaks Hotels giveaway. Custom signage throughout the precinct ensured consistent brand visibility from arrival to first ball.
Supported by roving promotional staff, branded uniforms and seamless in-game integration, the activation balanced simplicity with impact.
The result was a warm, high-energy fan experience that felt part of the match-day ritual, helping cement Minor Hotels’ presence across the season while driving strong engagement and meaningful database growth.
CONFETTI-WORTHY RESULTS
700 competition entries
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1 in 2 opted in for marketing
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150k+ audience reach (game attendance)
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19.7k+ audience interactions
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200+ photo booth participants
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5 designed and built assets
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700 competition entries 〰️ 1 in 2 opted in for marketing 〰️ 150k+ audience reach (game attendance) 〰️ 19.7k+ audience interactions 〰️ 200+ photo booth participants 〰️ 5 designed and built assets 〰️
FROM CONCEPT TO CREATION
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BonBon developed an overall activation plan for this first year partnership.
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BonBon coordinated on-ground logistics, supplier management and promotional staff to deliver a seamless activation and drive strong fan engagement.
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BonBon tasked Aruga to design cohesive visual branding across activation assets, signage and advertising to enhance stadium visibility, and crafted compelling campaign materials to communicate key messages and calls to action.