Travel Associates transforms Sydney’s Overseas Passenger Terminal to launch luxury cruise season in major brand activation via IVY PR

One of Australia’s leading luxury travel agencies Travel Associates marked the launch of the luxury cruise season with an opulent overnight transformation of Sydney’s Overseas Passenger Terminal.

Sydneysiders were dazzled by the brand’s signature purple gem taking the spotlight along Circular Quay this week as the luxury travel brand – a division of Flight Centre Travel Group – dropped a larger-than-life, experiential version of its stylised destination pin on the Overseas Passenger Terminal.

The seven metre high, Perspex gemstone and mirror clad case, designed to reflect every hue of the brand’s purple palette complete with a chic mezzanine level at its centre, serving as a nod to luxury cruise design, with details curated by one of Australia’s most creative interior minds, Claudia Lambert.

The gem not only served as a stunning sight along the Harbour at one of the world’s most iconic cruise ports, but also doubled as a representation of the brand’s ‘one-of-a-kind’ positioning by recreating a series of one-of-a-kind luxury moments, inside the gem itself.

Across a two-day period, an array of activations for VIP clients, tastemakers, content creators and media came to life to emulate Travel Associates’ bespoke itinerary expertise. Each activation was carefully curated in partnership with ten of the world’s leading luxury travel cruise lines – PONANT, Silversea, Regent Seven Seas Cruises, Scenic Eclipse, Hurtigruten Expeditions, Explora Journeys, Viking, Disney Cruise Line, Tauck, and Crystal Cruises.

Highlights included a PONANT and Paspaley Pearl Showcase hosted by Vogue Australia’s Edwina McCann; an immersive pop-up of the renowned Silversea Otium Spa; a Champagne masterclass hosted by John Noble with drops from Regent Seven Seas Cruises; and a whiskey and chocolate pairing by Scenic Eclipse hosted by GQ Australia.

The installation was the first collaboration between Travel Associates and IVY PR and revolved around unveiling a new perspective on the luxury travel market, and redefining the customer for luxury cruising.

Travel Associates Australia and New Zealand general manager Rachel Kingswell said the brand’s activation came following a remarkable resurgence in luxury cruising across the globe: “Last year we saw luxury cruising come back in a big way but this year we’ve seen an even stronger uptake in bookings as travellers are keen to invest more in experiences over things.

“Travel Associates is proud to have taken over one of the most iconic cruise ports in the world, Sydney, alongside our incredible partners, to officially launch the 2025 luxury cruise season.

“It was incredible to be joined by Australia’s leading travel media and some familiar and famous cruise-loving faces who helped us mark this special occasion under our beautiful Travel Associates gem.”

Says Maddison Done, head of brand and marketing for Travel Associates Australia and New Zealand: “We’ve identified a new luxury traveller emerging in our market, and the way to connect with them requires a less traditional approach that blurs the lines across luxury categories, considering fashion, beauty, travel, art, food and interiors.

“We know that the new luxury traveller requires an experiential edge that crosses these verticals to cut through the travel clutter, which is why this particular installation leans on almost all of them, to really celebrate the unique USPs of luxury cruising and put our one- of-a-kind experiences on show.

“Our data shows the luxury cruise market in particular is growing at an astounding rate as this new market discovers for the first time just how enjoyable a 5-star, all-inclusive hotel experience at sea can be. It only felt right to bring this to life in a disruptive and striking marker true to our brand, surrounded by so many of our industry partners and friends from the broader luxury category.”

Client: Travel Associates
Head of Brand and Marketing: Maddison Done
Head of Design: Claudia Lui
Social Media Manager: Hayley Elder
National Event Manager: Lisa Wright
PR Executive: Alex Lucey
PR Agency: IVY PR
Creative Director: Mia Hamilton
Client Director: Caley O’Neill
PR Account Manager: Jess Murray
PR Account Manager: Chelsea O’Brien
PR Account Executive: Bella Devencorn