Domino's Brings New York Flair to Australia with Block Party

Domino's Pizza has launched a campaign to promote its 16-inch New Yorker pizza in Australia, bringing a taste of New York City to the country. The campaign features a yellow New York-style cab cruising Sydney's streets and a free New York-inspired Block Party at Room 22 on September 24th.

The event is designed to recreate the energy of NYC in Sydney, with DJs, photo moments, sneaker drops, giveaways, and plenty of pizza. Domino's will be joined by Coca-Cola and Foot Locker for the event, which is open to the public and free to attend.

'The New Yorker has always been a larger-than-life pizza, so we wanted the creative around its return to feel just as big,' said Dewald Du Plooy, CMO of Domino's Australia and New Zealand. 'We're taking that idea well beyond the screen, from a New York cab on the streets of Sydney to a New York-inspired Block Party.'

The campaign is designed to create a visceral experience for customers, making them want to lick the screen with its giant, foldable slices. The event will take place at Room 22 in Potts Point, and entry is limited to capacity.