Turning The Star into The Blues Kingdon
The Star x NSW Blues Partnership Campaign
The Brief
For the 2025 State of Origin series, The Star Sydney wanted to do more than show the games. As a long-standing partner of NSW Rugby League, they asked us to help make their precinct the home of Origin in Sydney, and drive foot traffic across the full three-month campaign window, not just on game nights.
The Idea
We created Blues Kingdom – a precinct-wide takeover that transformed The Star into an immersive world for NSW fans. More than just a sports bar promo, it was a multi-layered campaign that gave people a reason to visit, book, share and return.
What We Did
To bring Blues Kingdom to life, we transformed The Star into an immersive NSW Blues experience across three months of Origin. From a precinct-wide takeover to bespoke hotel rooms and content with NRL legends, every touchpoint was designed to make fans feel part of something bigger whether they were staying the night or just dropping by for the game.
Platform Campaign Development
Created and named Blues Kingdom as the overarching platform for all Origin activity.
This included a hero visual identity and full campaign rollout across The Star’s digital and physical touchpoints.
Immersive Fan Experiences
Transformed the venue with giant Blues-branded installations, UGC-friendly photo ops and precinct activations.
From giant footys to custom fan moments, we gave people more reasons to visit and more reasons to post.
The Blues Room
Concepted and styled a fully-themed hotel room filled with memorabilia and Blues energy.
Booked out during the series, this was the ultimate overnight experience for diehard Blues fans. TSE produced video content that promoted the room with contracted players and legends.
Foyer Spectacle
Designed and produced a choreographed LED animation for the grand foyer, complete with a live light and water show.
A show-stopping centrepiece that turned the heart of The Star into a moment fans couldn’t miss.
Always On Content
Delivered content across social and in-venue screens to keep the Blues Kingdom alive throughout the Origin period.
A constant presence that reminded fans The Star is where Blues magic happens, game night or not.
