Leading Out-of-Home media company JCDecaux has partnered with Rural City of Wangaratta Council and Cole Media to facilitate the creation of an immersive marketing event at Southern Cross Station for the region’s current tourism campaign.
Essie Wake, Chief Marketing Officer, JCDecaux said: “Using powerful, interactive digital technologies, JCDecaux’s Creative Solutions team helped bring some of the most popular tourist activities in the Rural City of Wangaratta region to life for audiences in the beating heart of Melbourne. It’s incredibly exciting to see how much Out-of-Home has evolved as a channel, and how receptive audiences are, to digital-first experiences.
“Southern Cross Station is the gateway to the city, reaching around 280,000 passengers a day, across a variety of highly valuable audience segments. The scale and centrality of Southern Cross Station made it the perfect environment to host this unique activation, and drive audience awareness and engagement to promote the Rural City of Wangaratta region as an enticing destination.”
The campaign included a two-week live streaming activation, bringing the best of the region direct to the Melbourne CBD and featuring a virtual reality experience enabling passers-by to be transported to the region for a taster of the scenery, trails and cellar doors. Additional activity included a selfie opportunity in a hot air balloon scene and a competition to win a series of prizes – including a weekend getaway to the King Valley.
During the peak-hour commute, from 5-7pm each day, a live stream from a series of leading Australian wineries encouraged commuters to stop, engage and put their sense of smell to the test through a series of fun activities with one of the winemakers via a custom-built panel.
Sadie Tilleray, Marketing and Communications Specialist at Rural City of Wangaratta Council commented, “It was exciting to bring the beauty of our region to life through the activation, and we are thrilled with the reaction to the campaign and the positive feedback we have received.
“This is the first time that the Rural City of Wangaratta has embarked on a campaign of this scale. We worked with JCDecaux to create a unique and innovative experience that captured the attention of commuters and showcased the range of experiences on offer to drive awareness to the region and promote the Rural City of Wangaratta as a destination of choice for a weekend getaway’’, she added.
The Rural City of Wangaratta launched their ‘Get Away from the Everyday’ campaign at the beginning of July, positioning a series of scenarios that compare everyday activities with a ‘get away moment’ and inviting commuters to swap their sandwich for the scenery or the stairs for the skies. Artworks with variations of the ‘Get Away from the Everyday’ slogan were displayed throughout the station and included: large double sided hanging banners, 3m high lightboxes, 5m lift shaft lightboxes, platform glass barriers, main entrance signage, stair risers, and several floor graphics plus 85-inch television screens giving maximum exposure to potential visitors to the region.
To see highlights of the immersive marketing event visit here.
ENDS
About JCDecaux
JCDecaux is the number one out-of-home media company worldwide, with more than 1 million advertising panels in more than 80 countries and more than 13,000 employees. For FY19, JCDecaux reported revenue of approximately €3,890 million. Incorporated in 1964 in France, JCDecaux was listed on the Paris Stock Exchange in 2001. JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.
Key figures
2021 revenue: €2,745m (a)
N°1 Out-of-Home Media company worldwide
A daily audience of more than 850 million people in more than 80 countries
957,706 advertising panels worldwide
Present in 3,518 cities with more than 10,000 inhabitants
10,720 employees
JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indexes
JCDecaux is recognised for its extra-financial performance in the FTSE4Good (4.2/5), CDP (A Leadership), MSCI (AAA) and has achieved Gold Medal status from EcoVadis
1st Out-of-Home Media company to join the RE100 (committed to 100% renewable energy)
Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
N°1 worldwide in street furniture (530,143 advertising panels)
N°1 worldwide in transport advertising with 154 airports and 215 contracts in metros, buses, trains and tramways (340,753 advertising panels)
N°1 in Europe for billboards (72,611 advertising panels)
N°1 in outdoor advertising in Europe (596,831 advertising panels)
N°1 in outdoor advertising in Asia-Pacific (232,268 advertising panels)
N°1 in outdoor advertising in Latin America (64,893 advertising panels)
N°1 in outdoor advertising in Africa (20,808 advertising panels)
N°1 in outdoor advertising in the Middle East (14,177 advertising panels)