Falls Creek Taps APN Outdoor For New Winter Campaign

Falls Creek Taps APN Outdoor For New Winter Campaign
Meg Lawrie
By Meg Lawrie



Victoria’s largest alpine resort, Falls Creek, has enlisted APN Outdoor’s digital formats in its innovative new winter campaign.

The clever creative taps into Melbourne’s fascination with the weather and brings Falls Creek to life via snow and weather updates in rail and roadside environments in the city.

The two-fold campaign utilises Elite Screens on some of Melbourne’s busiest roads and XtrackTV in the city loop to entice commuters with a taste of what’s on offer at Falls Creek, just a few hours’ drive away.

The high-quality LED and directional sound capabilities of APN Outdoor’s XtrackTV have been skillfully utilised, displaying the snow report across the CBD network.

Supporting the rail component is a series of weather-sensitive Elite Screens that use an RSS feed and a bespoke temperature trigger that updates the creative and brings the weather from the ski fields to passers-by.

Falls Creek 2017 winter campaign (APN Outdoor)

Falls Creek’s senior marketing manager, Sophie Webber, said: “We are extremely excited to partner with APN Outdoor on the innovative ‘Escape the Melbourne Weather’ campaign. Falls Creek at its heart is all about celebrating alpine life with friends and family in a unique ski-in, ski-out resort.

“By connecting with families, ski and snowboard enthusiasts, and those who want to explore the best of Falls Creek, we’re confident the campaign will deepen their connections with the snow and inspire them with a winter getaway.”

APN Outdoor’s general manager of sales, Mark Fairhurst, said: “We are thrilled that Falls Creek has chosen our impressive digital portfolio to execute this clever campaign. We know XtrackTV has the potential to deliver the right message at a time when commuters are most receptive.

“Location and relevance to the consumer are boosting the impact of successful messaging.”

The campaign runs until throughout August and is exclusively booked with APN Outdoor.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]