Prince, one of the most influential and electrifying musicians of all time, returned to Australia for his Welcome to Australia Tour, produced by Van Egmond Group. With over 150 million records sold globally and accolades including an Academy Award, Golden Globe, Grammy President’s Merit Award, and Billboard Icon Award, this was more than a concert series, it was a cultural moment.
Unbelievable Group was engaged as Executive Producers to oversee the national marketing strategy, creative direction, and campaign rollout. Our task: to craft a campaign worthy of a legend, one that captured the scale, charisma, and artistic legacy of Prince, while driving ticket sales and media excitement across Australia.
Unbelievable Group delivered a fully integrated marketing and communications campaign spanning TV, radio, outdoor, digital, and social. The creative strategy fused iconic Prince imagery with bold, cinematic storytelling to reignite fan anticipation. PR and media partnerships were strategically aligned to reach both long-time fans and new audiences, while maintaining the mystique and artistry synonymous with Prince.
The results were record-breaking: over 160,000 tickets sold nationwide, making it the highest-grossing Prince tour in Australian history. The campaign generated $10 million in earned media coverage and widespread critical acclaim for its bold, cohesive execution.
Unbelievable Group’s work ensured that Welcome to Australia became not just a tour, but a defining live experience, a celebration of music, artistry, and the enduring magic of Prince.
“Unbelievable Group played a key role in the planning, marketing and delivery of the Prince Welcome to Australia Tour. The tour set new box office records for Prince in Australia and generated phenomenal media coverage across all major media outlets.”
