F.Y.I.

Balter launches Big Slab to boost Queensland tourism with Deloitte Digital

Balter Brewing Company, with Deloitte Digital, have unveiled The Big Slab, designed to boost tourism in Queensland.

The announcement:

Queensland’s Balter Brewing Company, has launched The Big Slab, a new tourist attraction to help rejuvenate the state’s tourist economy.

“The Big Slab follows a proud Australian tradition of putting massive things by the side of the road,” explains Stirling Howland, Brand Director, Balter Brewing Company.

“We saw a completely selfless opportunity to give back to the state where we brew this delicious XPA, whose tropical and floral aromatics set off a fruity palate that will punch your taste buds in the pleasure zone, and is available on tap in over 1600 locations, which you can find easily via our Beer Locatoron™ at Balter.com.au” added Howland.

The Big Slab is positioned on the M1 at Yatala and aims to attract families; specifically, fathers and children that probably should have moved out of home, from around the country.

“A lot of people are saying it’s just a picture of a slab on a billboard, and we say to those people come down and see for yourself, just please don’t look at it from the side,” adds Matt Lawson, Chief Creative Officer, Deloitte Digital.

The Big Slab was recently unveiled at a launch event by co-founding member and surf legend Mick Fanning.

A social campaign that gives Big Slab visitors the chance to win drinkable miniature Big Slabs is running through Facebook and Instagram and has already given away over 150 XPA slabs to enthusiastic visitors.

Balter have also created limited release Big Slab merchandise including shirts, tea towels and stubby coolers. All profits are going to hospitality Tipjar which aims to raise 100k to support Covid affected food and beverage workers.

Source: Deloitte media release

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