APN Outdoor has launched a new marketing campaign and “audience led” approach it says will be the “backbone of the company’s ethos going forward”.
The new Turn Heads campaign is looking to push the message to media agencies and marketers about the audience pulling power of out of home.
It launches just days after rivals Ooh!Media completed the takeover of Eye Corp, creating the biggest outdoor advertising group in the country.
According to APN general manager Janine Wood the new campaign pushes the message “if you want to turn heads, use APN outdoor”
“It tells our customers– agency and direct alike – what our product delivers them; an audience that is keen and attentive to our portfolio,” she added.
“With 90 per cent of Australians leaving their homes and heading outdoors each day, teamed with the ongoing fragmentation of media, it is more important than ever that media commands attention for the advertisers who invest in it.
“The APN Outdoor Turn Heads message is not only a response to winning consumer attention; it’s also a reinforcement of the power of outdoor media and its unique ability to engage consumers when they are out and about.”
Previously the company had focussed on the assets they control to deliver marketing messages, but Wood said the new campaign is all about telling the story of the audience it attracts, but insisted the change is not a rebrand.
APN is launching a Transit Media Awards in May, capitalising on it being the biggest transport advertising provider in metropolitan areas, with Wood promising a series of “industry firsts” for Australia and New Zealand in the coming months.