A powerful group of partners has come together to support Terracotta Warriors: Legacy of the First Emperor, a landmark exhibition drawing record crowds to the WA Museum Boola Bardip. The bespoke nature of the partnerships is not only offering brands unique avenues for creative engagement, audience cut-through, and premium positioning, but is reaching and engaging new audiences for the Museum.
With more than 225 ancient artefacts on display - including ten of the world-renowned Terracotta Warrior figures - the exhibition was forecast to attract 180,000 visitors over nine months and deliver $45 million in economic impact. At the half way mark, more than 155,000 people have already passed through its doors, validating the early vision for the exhibition as a cultural must-see phenomenon with significant economic flow-on impact.
“This is not just an exhibition - it’s an immersive, multi-sensory celebration of heritage, art and storytelling,” said Coralie Bishop CEO of the Foundation for the WA Museum. “The support of our partners has been essential in bringing that vision to life.”
Bespoke Partnerships Driving Deeper Engagement
Rather than adopt a traditional sponsorship framework, the WA Museum and the Foundation for the WA Museum pursued a curated, collaborative approach to partnership development. This allowed each supporting brand to tailor its involvement to suit strategic objectives while enhancing the visitor experience.
A standout example is Crown Perth, the exhibition’s Accommodation Partner. Crown launched bespoke accommodation packages themed around the exhibition and installed four life-sized warrior replicas in its lobby, turning its luxury precinct into an extension of the exhibition itself.
“Partnering with a luxury brand like Crown Perth not only elevates the visitor experience but also highlights the broader value international exhibitions bring to Western Australia’s tourism and hospitality sectors,” said WA Museum Acting CEO Jason Fair.
Crown Perth Chief Executive Brian Pereira added, “This partnership perfectly combines luxury hospitality with a once-in-a-lifetime cultural experience. It’s a proud moment for Crown to help bring such an iconic global treasure to Perth.”
Global Reach, Local Resonance
With a third of the exhibition’s expected audience coming from interstate or overseas, the international dimension of the campaign was central to its success. Hong Kong-based airline Cathay Pacific, alongside its cargo arm Cathay Cargo, played a pivotal role, carefully transporting the ancient artefacts - including the fragile warriors - from China to Perth.
“This exhibition embodies the spirit of cultural exchange,” said Nigel Chynoweth, Cathay’s Regional Head of Cargo, Southwest Pacific. “We’re honoured to have helped bring this extraordinary collection safely to Australia.”
To further extend global engagement, the Foundation for the WA Museum appointed acclaimed Chinese actor and TV host Zhang Guoli as Exhibition Cultural Ambassador. Zhang Guoli filmed the first-ever international episodes of the highly rated Chinese television series The Nation’s Greatest Treasures in Perth, which is expected to showcase the WA Museum, Terracotta Warriors exhibition and other cultural and tourism destinations in Perth to millions of viewers across China.
“It was a remarkable moment for the Foundation and the WA Museum,” Coralie Bishop commented. “I believe that having such an iconic superstar as Mr Zhang filming here will result in a shift of Perth’s position on the international cultural map.”
Creative Collaborations Across Sectors
In addition to airline and accommodation partners, the exhibition has drawn support from a diverse mix of businesses. Gold producer Norton Gold Fields is a Jade Exhibition Event Partner, while world-class Limeburners Single Malt Whisky and premium wine label Vasse Felix added flair and flavour to the exhibition events.
Bubble tea brand Chaffic has brought a playful twist with its partnership, engaging its customers and younger audiences through a creative product collaboration – the launch of a new exhibition-branded Premium Jasmine Tea line and bespoke merchandise, is proving popular with customers and generating high engagement on social media.
Event collaborations with the Australia China Business Council and Juyo Travel helped to create events that brought together leaders in business, arts and culture and tourism and highlight the unique opportunities that major exhibitions can offer businesses for local and regional brand engagement.
Looking Ahead
Developed through an eight-year collaboration with the People’s Republic of China Shaanxi Provincial Bureau of Cultural Heritage, the Shaanxi Provincial Cultural Heritage Promotion Centre, and the Emperor Qin Shihuang’s Mausoleum Site Museum, Terracotta Warriors: Legacy of the First Emperor is more than just a blockbuster - it’s demonstrating the important role our WA Museum plays in cultural diplomacy.
“Through strategic partnerships, we’ve helped to extend the impact of this exhibition far beyond the walls of the WA Museum Boola Bardip,” said Coralie Bishop. “It’s a celebration of the power of culture to connect, inspire and create value for all involved.”
For more information, contact the Foundation for the WA Museum.
