Waterfront Whale Tales

New Sydney Waterfront Company’s 6 week art trail, Waterfront Whale Tales

Waterfront Whale Tales brought a connected trail of Whale Tail sculptures across Sydney’s Western Waterfront from 11 August to 24 September. 30 Australian artists / 30 large scale sculptures / 30 stories of place. 


Presented as a 6km harbourside trail, the sculptures were individually painted by a diverse collective of artists. The trail links Barangaroo to Cockle Bay, past Crown Sydney, King Street Wharf, Cockle Bay, Darling Quarter, ICC Sydney, the Australian National Maritime Museum, The Star, through Pyrmont to the Sydney Fish Market. 


Waterfront Whale Tales was presented by the New Sydney Waterfront Company and supported by Investment NSW’s CBD Revitalisation Program.

New Sydney Waterfront Company was looking for a marketing agency to promote and market their brand new open-air arts trail, Waterfront Whale Tales, taking place around Sydney’s Western Harbour from 11 August to 24 September.



  • Short campaign lead-time and turnaround
  • Post-covid consumer purchasing behaviour changes
  • Brand new event with no followers or subscribers

Milestone delivered an event marketing strategy, media planning & buying, stakeholder management across multiple precincts, venues and hospitality providers, a rewards program, artist meet and greet program, website and app, digital advertising campaign, activations, design, social media marketing, community engagement and content creation.

The Results.

The entire Waterfront Whale Tales campaign delivered fantastic results, including a total marketing reach of 32.6 million eyeballs.

The entire Waterfront Whale Tales campaign delivered fantastic results, including a total marketing reach of 32.6 million eyeballs.


The Waterfront Whale Tales app saw great engagement with a total of 32.1K rewards collected from the app which audiences were able to use at local affiliated retailers. Audiences who completed ‘mini trails’ or who unlocked all 30 tails were eligible to enter competitions. The event saw a total of 2.1K competition sign ups through the app. 


Some other promotions which ran in the campaign was a Whale Tale Colouring in competition as well as a ‘Tag a Tail’ social media competition which had over 260 posts use the #sydneywhaletales hashtag. The social media channels received a total reach of 639K across Instagram, Facebook and Tik Tok. 


Milestone ran an extensive digital advertising campaign achieving a total of 1.7M impressions and 11K link clicks with an average CPC (cost-per-click) at $0.86


Milestone also researched, negotiated and purchased media advertising for the campaign across multi-channel platforms including paid digital, print and radio. These placements included Urban List, Concrete Playground, Broadsheet, Nova Entertainment and NewsCorp. The total media buying campaign saw 8.3 million eyeballs


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Let’s work together.

Let’s work together.