The chilly Melbourne weather was rocked into Rio style yesterday morning in Federation Square when the Australian Olympic Team Flagbearer for Rio 2016 was announced to be Anna Meares, live on Seven’s Sunrise. Anna is one of Australia’s champion cyclists and will be competing in her fourth Games come August.
To mark the occasion APN Outdoor facilitated an immediate announcement to go live across the national network of Elite Screens, celebrating the great honour bestowed upon Anna. This live announcement forms part of the overarching partnership strategy between APN Outdoor and The Australian Olympic Team, bringing the Olympic Spirit to the streets and simultaneously proving the power of APN Outdoor’s leading digital Outdoor assets.
Fiona de Jong, CEO, Australian Olympic Committee commented, “Engaging APN Outdoor as a media partner has been a game changer for the Australian Olympic Team. Together we have been able to share Olympic events and announcements with Australians everywhere in the lead up to Rio. Occasions like today’s announcement of Anna Meares as the 2016 flag bearer is a great example how, with APN Outdoor, all Australians can join in celebrating their Australian Olympic Team.”
On top of the announcement itself APN Outdoor and Australia’s Olympic Network, The Seven Network, facilitated an activation in Federation Square to generate further excitement and public interest in the event. This activation, also promoted on Sunrise, encouraged Melburnians to attend the announcement and then join officials in the Seven Network marquee where they could interact with a green screen and the appropriate props to share in the glory of being the flagbearer. The manipulated image, depicting the partakers as Flagbearer, was then momentarily loaded directly up onto the adjacent Young and Jackson Elite Screen, and 18 other digital sites around the country, giving revellers their moment of fame and providing a great moment to share on social media.
In January 2016, APN Outdoor became the Official Outdoor Media Partner of the Australian Olympic Team and have signed on as a Team Partner until Tokyo 2020. The partnership marks the first time the Australian Olympic Team has joined forces with an Outdoor media provider and is indicative of the growth and anticipated trajectory of the medium. With Australian’s spending more time out and about, Outdoor media provides a globally consumed platform that compliments the universal appeal of the Olympic Games as well as the platforms provided by existing media partners.