The Australian Republican Movement has partnered with recently launched Bureau of Everything (BoE) to develop a PR-led campaign titled 'Monarchy: The Farewell Oz Tour'. It one of the first major pieces of work to come from the independent creative agency since it was founded by former M&C Saatchi alum Cam Blackley and Emily Taylor in May.

Coinciding with the first visit from an Australian Head of State in 11 years, the campaign aims to reignite the debate about Australia becoming a republic, using a cultural rather than political approach.

The creative likens the visit to a royal farewell tour for spectators, complete with tour merchandise, bill posters, promos, and commemorative tea towels. Australians are invited to sign and leave a message on a farewell card for the king at public.org.au, marking a symbolic end to royal reign.

"While shows like Elton John’s Farewell Yellow Brick Road Tour are always welcomed by Australian ticket-buyers, today’s Australian democracy is not a show: we elect our representatives on merit. It’s time to Wave Goodbye to Royal Reign on what we’re calling Monarchy: The Farewell Oz Tour!" said Australian Republican Movement Co-Chair, Esther Anatolitis.

The campaign has been covered by major Australian and UK media outlets, including The Times, Mirror, The Independent, Guardian, and BBC. Research cited by the Australian Republican Movement suggests that 92% of Australians support a republic or are open to it, while 78% believe the Royal Family should pay for their own travel to Australia.

"The jet setting, the security, the flash hotels, paparazzi, limos and photo ops have more parallels with ageing Rock Stars than a working Australian Head of State," said Creative Founder of Bureau of Everything, Cam Blackley.

Strategy Founder of BoE, Em Taylor, said: "An Australian Head of State is a no-brainer, which is why most of the country supports a change. That doesn’t mean we want to engage in a political debate about it though, so we threw a bunch of brilliant creative minds at finding a less expected way to grab attention and reopen the conversation."