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Cunard & April5 Commemorate 100 Years of Anzac With Poppy Installation

staging.lbbonline.com, 2 years, 7 months ago

Inviting Sydneysiders to pay their respects by leaving a red poppy in a two-metre high

Cunard & April5 Commemorate 100 Years of Anzac With Poppy Installation

Cunard’s Queen Elizabeth formed the backdrop of a moving tribute to Australia’s Anzac heroes in Sydney this week as the ship visited for a two-day stay before sailing to Gallipoli as part of her world voyage.

Working with brand activation agency, April5, Cunard invited Sydneysiders to pay their respects by leaving a red poppy in a two-metre high Poppy Wall in remembrance of the Anzacs, which was in front of Queen Elizabeth at Circular Quay.

Formed in the shape of “100” to mark the upcoming centenary of the Gallipoli campaign, after a call to Auckland and two days in Sydney, it was filled with 11,500 poppies representing the number of Australians and New Zealanders who lost their lives in the 1915 campaign.


Visitors gave a gold coin for each poppy and were invited to leave a personalised message in a special commemorative book, with all donations to go to Legacy.

Representing Cunard, Carnival Australia CEO Ann Sherry said the line was honoured to pay tribute to the Anzacs during Queen Elizabeth’s Sydney visit.

“Cunard’s proud 175-year maritime legacy is interwoven with our military history. Since the Crimean war in 1853, Cunard ships have assisted Allied forces in times of warfare, including during the First World War when 20 Cunard ships were lost,” Sherry said.

April5 CEO, Alicia Beachley, said: “We were honoured to be able to play a part in commemorating a monumental milestone in Australia’s history. The interactive nature of the installation allowed people to connect and leave messages in the memorial book and pay their respects to our fallen men and women with the poppies.”

Reflecting Cunard’s strong connection with Australian and New Zealand troops, the Poppy Wall and the book was moved onto Queen Elizabeth when she departed Sydney late Wednesday and will form the centrepiece of a memorial service onboard the ship as she sails the waters off the Gallipoli Peninsula on April 24, the eve of Anzac Day. 

Genre: Experiential