Case Study: Hannah Ferguson for G Adventures – Brand Storytelling on Tour

Bringing Travel to the Stage

When G Adventures partnered with Hannah Ferguson’s CHEEK LIVE: Everything is F*cked Australian tour, the goal was to bring the spirit of adventure to more than 10 thousand people across the country, through shared moments of discovery and connection.

Together, we created an activation that blended live entertainment, digital integration, and meaningful storytelling to deliver a campaign that lived on stage and in the audience. For G Adventures, this partnership delivered not only measurable engagement but the opportunity to visibly experience the audience’s real-time reactions – a front row view of genuine connection that can only happen in a live setting.

Multi-Layered Activation Across the Tour

To maximise engagement, G Adventures activated their campaign across multiple touchpoints – from on-stage moments and digital integration that complemented the tone of Hannah’s show.

Stage Screen Activations

A combination of brand awareness videos and competition CTAs, strategically placed within the show content to ensure natural flow.

Live Show Mentions and Interactive Competition

A prize mechanic was introduced through Slido, with audience members invited to respond to a themed prompt related to the show’s central message. Hannah read out the top responses live on stage before selecting the winner, integrating the brand naturally into the show’s flow and creating a genuine audience connection.

Each show included a $3,000 travel prize, with every attendee given the option to enter a national draw for a Grand Prize $10,000 travel voucher.

Social Media Content

Hannah supported the partnership through Instagram posts and stories, extending the campaign to reach her digital audience.

Creating Moments of Shared Joy

The competition segment became a highlight of each show, transforming what could have been a standard giveaway into a content-rich exchange. Hannah’s live reading of audience responses and inviting the prize winner on stage sparked laughter, reflection and conversation, giving G Adventures memorable brand exposure through genuine moments of participation.

For brand partners, these were not manufactured emotions or staged applause – they were spontaneous, heartfelt reactions seen first-hand by G Adventures guests who attended multiple shows across the tour.

Key Outcomes

• Brand storytelling brought to life on stage G Adventures’ campaign moved beyond static sponsorship to narrative-driven integration – connecting the brand message to the show’s themes in an authentic and entertaining way.
• Credibility through a trusted voice As a respected media identity, Hannah Ferguson delivered the brand message with authenticity and integrity. Her influence ensured the activation felt genuine, engaging and aligned to audience values.
• Full-service campaign support by Fane The experienced team at Fane delivered end-to-end campaign support – from early ideation and creative integration to on-site production and execution, ensuring smooth delivery across all tour locations.
• Real-time audience participation and measurable engagement Through competition mechanics, G Adventures gained direct data capture opportunities and meaningful audience insights, turning participation into actionable engagement. With brand representatives attending multiple shows as the guests of Fane, they were able to visibly witness the energy, humour and emotional connection in real time – seeing and hearing genuine audience reactions that no social metric can replace.
• Emotional connection and memorable brand recall The nightly prize moment became part of the show’s emotional rhythm – driving anticipation, conversation, and authentic visibility for the brand. Each reaction from the live audience was spontaneous and unscripted, reinforcing that the connection between Hannah, the content and the brand was entirely genuine.
• National reach with local resonance Activated across 8 cities and 11 unique show dates, the campaign demonstrated how touring partnerships can scale brand impact nationally while retaining intimacy and authenticity within each live audience experience.

About G Adventures

G Adventures is a world leader in small-group adventure travel, championing responsible tourism and human connection through experience. Their partnership with Cheek Live turned brand awareness into shared emotional engagement – proof that adventure begins with the stories we tell.

Partner with Fane

At Fane, we connect brands with world-class storytellers and live audiences – creating powerful, values-led campaigns that move beyond sponsorship into genuine shared experiences.

Our forthcoming touring schedule is always well-developed, featuring global talent across culture, business, food, entertainment and sport. Not all tours are published early on our website, so it’s best to contact us directly to explore upcoming opportunities before they’re announced publicly.

To discuss brand partnership opportunities or tailor an activation across our upcoming program, get in touch with the Fane partnerships team.