Wally Lewis.
Queenslanders came together on Sunday to celebrate their monarch, Wally Lewis, at The Real King’s Birthday Bash hosted by SportsPick at Brisbane’s historic Normanby Hotel.
The event marked the culmination of a campaign driven by full service agency Enigma, inspiring fans across the state to trade their October public holiday for a December day of rugby league royalty.
The campaign gave workers the tools to formally request substituting the King’s Birthday public holiday in October with the day off today after celebrating Lewis’ birthday instead. The response was overwhelming, with Queenslanders rallying behind the idea in droves.
Enigma's creative director Matt Ennis said the agency loves ideas that connect with Australians on a cultural level.
"This wasn’t just about swapping a public holiday; it was about giving Queenslanders something to rally around—something uniquely theirs," he said.
"SportsPick gave us the perfect platform to make it happen. And let’s face it, Charles was never going to show up in Queensland anyway, so why not throw a party for someone who’s been showing up for us for decades?
"When we pitched this idea to SportsPick, we knew it was audacious, but we also knew Queenslanders would get behind it.”
Entain Venues managing director Mark Sturdy praised Enigma’s campaign’s ingenuity and its ability to capture the hearts of Queenslanders.
"The idea from Enigma was brilliant, tapping into the true spirit of Queensland loyalty and rallying people behind their real King," he said.
"King Charles might have his castles, but Wally’s well and truly had the Normanby yesterday— it was packed to the rafters with fans who know where their loyalty lies. With an electric atmosphere and a national media reach of more than three million, this campaign was a huge success."
The event delivered a feast, complete with live music, a SportsPick Punter’s Challenge Tipping Competition and Wally Lewis who shared his birthday with adoring fans.
His highness Wally Lewis reflected on the day with gratitude.
"What a day! I’ve been called ‘The King’ for years, but I never expected an actual coronation—and at The Normanby, of all places. It was humbling to see so many Queenslanders turn up, from old mates to new faces, all coming together for a bit of fun and plenty of laughs," he said.
The vibe was fantastic and I had some good fun with everyone toasting me with a beer and calling me ‘Your Majesty.’ Big thanks to SportsPick and Enigma for pulling this off— we may have to start campaigning for a Wally Lewis public holiday every year after that."
Credits:
Creative, digital and PR agency: Enigma
Client: SportsPick (an Entain Group brand)
