‘We’re Going To Put Bin Chickens In Somewhere’: Brisbane Olympics CMO On The Biggest Brief Of His Life

Why It Matters

The campaign will determine how billions perceive Australia, influencing tourism, investment and the city’s long‑term economic legacy. Successful branding could turn Brisbane into a year‑round destination, not just a one‑off host.

Key Takeaways

• Hill aims to position Brisbane as a global cultural hub
• Emphasis on legacy infrastructure like a 66,000‑seat stadium
• Australia House in LA28 will preview Brisbane 2032 branding
• Marketing budget smaller than his lifetime tourism spend
• Targeting billions of viewers to reshape Australia’s image

Pulse Analysis

Brent Hill’s appointment as chief marketing officer for Brisbane 2032 signals a shift from traditional tourism promotion to a full‑scale, narrative‑driven Olympic branding effort. Drawing on his experience at Tourism Fiji and South Australia, Hill is positioning the Games as a cultural catalyst that will showcase Australia’s culinary scene, arts, and lifestyle, while still delivering the iconic beach and wildlife imagery that global audiences expect. By framing the event as a "greatest party" rather than a mere sporting competition, the strategy aims to embed Brisbane in the world’s consciousness for years beyond the opening ceremony.

A cornerstone of Hill’s plan is the development of legacy assets that will outlive the two‑week event. The proposed 66,000‑seat stadium, designed for post‑Games conversion into a multi‑purpose venue, mirrors the success of Sydney’s Olympic precinct and Adelaide Oval’s transformation. Simultaneously, the Australia House slated for the LA 2028 Olympics will act as a pop‑up cultural embassy, teasing Brisbane’s brand and building momentum months in advance. The newly approved emblem, with its carefully chosen typography and colors, will be rolled out across media channels, reinforcing a cohesive visual identity that can be leveraged by sponsors, broadcasters and local businesses.

For marketers, agencies and media companies, the Brisbane 2032 campaign offers unprecedented exposure: billions of viewers will tune in, creating a high‑impact platform for brand storytelling. Hill’s modest budget—smaller than his cumulative tourism spend—places emphasis on creative partnerships, digital amplification and experiential activations rather than sheer spend. The initiative promises to boost tourism, attract foreign investment, and reshape perceptions of Australia as a sophisticated, vibrant destination, setting a new benchmark for how future host cities integrate sport, culture and economic development into a unified Olympic narrative.