In Sydney, the Queen Victoria Building (QVB) symbolizes elegance, where tradition meets modernity, brought to life with its "High Tea with Santa". This event fills a gap for premium holiday experiences, aiming to be Sydney's top festive destination by offering a luxurious experience, beyond just meeting Santa, and appealing to audiences beyond children and families.

Strategic Insight: QVB recognized the need for premium and exclusive holiday experiences that could be owned as a new tradition and designed an experience aligning with both regular visitors and newcomers.

Execution: "High Tea with Santa" provided families with a memorable experience, featuring a Christmas-themed High Tea in the iconic Tea Room accommodating various dietary needs. Families could take professional photos with Santa, in addition to their own photos on their own devices and participate in "Sensory Santa" sessions for a quieter environment.

Outcomes: The event reached 85% capacity in its first year, proceeding to sell out in each year since, surpassing financial expectations and solidifying QVB's reputation as an iconic holiday destination. Its success highlights the importance of strategic insights and effective execution in creating meaningful and memorable audience connections.