APN Outdoor has teamed up with Tourism Tasmania and its media agency, Initiative Melbourne to bring some southern storytelling to the rail platform, with its latest campaign.
Using APN Outdoor’s XtrackTV in the outdoor space, the campaign integrates eight unique content pieces, running for 90 seconds each and encourages the diverse rail audience to consider Tasmania, for more than just the scenery when they are next planning an escape.
Aaron Farrelly, group business director, Initiative Melbourne commented: “Tourism Tasmania’s Spring 2015 campaign encourages various audiences to go behind the scenery of Tasmania. We are constantly looking for new platforms to communicate this message and APN Outdoor’s XtrackTV offered us the unique opportunity to speak directly with an engaged audience on the rail platform, and share our various pieces of longer form content in a captive environment, away from the traditional online space.”
The campaign works to entice commuters and other rail travellers into finding out more about Tasmania, with personal stories and anecdotes encouraging them to visit www.gobehindthescenery.com.au. XtrackTV brings the campaign to life with full motion video and directional sound, allowing full flexibility for multiple creative executions.
Mark Fairhurst, general manager- sales, APN Outdoor commented: “Tourism Tasmania’s use of XtrackTV demonstrates the power of compelling content in a captive environment. Communicating with audiences, when they are seeking distraction and potentially escapism from their daily commute, is a great time to drive them online from a handheld device and encourage them to think a little differently about Tasmania.”
APN Outdoor has demonstrated an ongoing commitment to leadership and pioneering of digital outdoor in Australia with developments across their Elite Screen, Transit Technology, XtrackTV and Airport portfolios nationally. After successfully launched the Eastern seaboard rollout of XtrackTV, Adelaide will join the portfolio later this year as the Outdoor leaders target a national footprint.