Out-of-home media company Adshel, media and communications agency OMD and integrated travel group helloworld have announced a long-term partnership which will see Adshel become the exclusive out-of-home advertising partner for the travel company.
Over the next 12 months, helloworld will be promoting its key brand initiatives utilising Adshel’s world-class out-of-home digital network. The partnership will see helloworld appear on:
- Adshel’s Sydney Trains network of digital display and interactive digital screens.
- The Adshel Live national digital street furniture network which provides the ability of dynamic content and contextual relevance at scale;
- Adshel Connect leveraging mobile devices to enhance consumer engagement.
To kick off the partnership, next week, helloworld will be utilising the Adshel out-of-home units to launch and raise awareness of the brands upcoming #helloworldRELAY. Taking place on September 27 World Tourism Day, the #helloworldRELAY is a world first Instagram relay, curating user generated content and using influential Instagrammers to showcase some of the worlds must travel destinations and experiences.
Helloworld’s chief marketing officer Kim Portrate said: “Out-of-home is the perfect medium for us to connect with Australians out and about, and Adshel was the clear leader offering us an innovative platform to kick off our user generated #helloworldRELAY initiative with engaging solutions.
“We take great pride in the unique travel experiences we can offer millions of Australians each month and wanted to the showcase the best of our offering visually to consumers. With Adshel’s best-in-class digital assets we know that we can communicate our initiatives in the best and most innovative and creative way.”
Adshel’s group sales and marketing director, David Roddick said: “The out-of-home advertising market is growing in importance as brands realise the effectiveness of the medium and its ability to engage with customers.
“We are looking forward to the opportunity to work closely with helloworld and together utilise Adshel’s scalable network bolstered with the latest digital technology in out-of-home; in a way that has the ability to be dynamic and deliver at scale across all of Australia.”
OMD’s managing director, Aimee Buchanan said: “We are very excited about bringing helloworld, one of the travel industry’s most innovative and ambitious companies, together with Adshel, one of the out-of-home industry’s most forward thinking companies. This combination has enabled us to craft a partnership that breaks new ground, engages consumers and brings the best of the world to Australians.”
Helloworld’s youth marketing agency FUSE and its consumer PR agency HolySmoke have worked closely with all partners during the #helloworldRELAY Adshel campaign amplifying the travel company’s communications messages to market.