Carat launches national campaign to bring Terracotta Warriors to life at WA Museum

Carat Perth has lead the national campaign for Terracotta Warriors: Legacy of the First Emperor. The once-in-a-lifetime exhibition is now open at WA Museum Boola Bardip from June 28, 2025, to February 22, 2026.

To mark the official start of the exhibition, a special VIP grand opening was held last Wednesday in Perth, welcoming dignitaries, media, and cultural leaders to an exclusive preview of the ancient marvels. The event kicked off what is set to be a major cultural moment for Western Australia.

Tasked with driving visitation across the full eight-month season, Carat has launched a far-reaching campaign designed to captivate audiences in WA and across the Eastern States. The agency has strategically developed a multi-channel media approach focused on building broad awareness, driving ticket sales, and encouraging cultural tourism to Perth.

A centrepiece of the strategy is a high-impact partnership with Nine, spanning Integration, Metro and Regional TV, Radio, and Digital. Leveraging Australia’s enduring fascination with the Terracotta Warriors, the campaign brings to life powerful storytelling from the ancient origins of the warriors to the intricate craftsmanship of each life-sized figure.

The campaign also includes in-language advertising across Chinese social media platforms to connect with Mandarin-speaking audiences, ensuring the exhibition is inclusive and culturally resonant.

Launched in early June, the campaign is already building strong momentum.

“The Terracotta Warriors exhibition is not only a major cultural moment for WA, but a unique opportunity to engage Australians with one of the world’s most fascinating archaeological discoveries,” said Sam Guiffre, Group Investment Director at Carat. “We’ve developed a campaign that reflects the scale and significance of the exhibition, while ensuring broad reach and deep impact across traditional and digital channels.”

“Last Wednesday’s event was an incredible way to launch this world-exclusive exhibition in Perth,” said Jane Jones, Manager of Marketing and Audience Development at WA Museum. “It’s been amazing to see the energy and excitement building across the country, and Carat’s campaign has played a huge role in that. Their strategic approach and creativity have helped us bring the story of the Terracotta Warriors to life for a whole new generation of Australians. We are looking forward to welcoming visitors from across Australia and the world to this once in a lifetime exhibition.”

Tickets are now on sale here.