B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Aussie Travellers Do A Double Take Over Clever New Specsavers Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Aussie Travellers Do A Double Take Over Clever New Specsavers Campaign
CampaignsFeatured

Aussie Travellers Do A Double Take Over Clever New Specsavers Campaign

Aimee Edwards
Published on: 23rd September 2024 at 10:02 AM
Aimee Edwards
Share
3 Min Read
SHARE

Aussie travellers have been left doing a double take with a clever new billboard popping up in airports across the country.

Travellers arriving at Sydney Airport are greeted with a large billboard proclaiming “Welcome to Melbourne,” while those in Melbourne are faced with a “Welcome to Sydney” sign. Outside Brisbane Airport, travellers can catch a glimpse of a “Welcome to Darwin” sign, and over in Perth, a “Welcome to Adelaide” sign is proudly displayed.

The hilarious campaign is not a poorly organised placement or a tech glitch but instead the latest in a line of impressively simple and highly impactful Specsavers campaigns.

Fans have shared the billboards widely on social media, saying they are “obsessed” with the “genius” idea.

On LinkedIn, Zara Seidler, co-founder at The Daily Aus, called the ad in Melbourne “bloody excellent,” saying that a number of confused travellers were stopping to look at the sign for a bit too long.

Other users called the campaign a “golden example” of how “committing to a creative idea for longer leads to more effective advertising, a stronger brand and more in-market very large business effects”.

The billboards are part of a broader Specsavers campaign, which includes a man in a Hawaiian shirt rushing through the airport to make a flight. When he thinks he has finally made it to board the plane, he runs up a set of stairs, but the aircraft has already left.

“Specsavers have managed to achieve that rare feat of creating their own distinctive brand of humour. Their work has a comedy voice of its own, so my role was to get the best out of the script and maximise the laughs. And telling a story purely with images – along with humour and wit – was right up my runway,” said Declan Lowney, the campaigns director.

“We wanted to do something different with this spot – up the jeopardy, up the scale, and increase the gags. It’s a fun spot that we’re sure will resonate with all sorts of people. Declan and the team worked really hard together to bring the script to life so successfully,” said Richard James, creative director at Specsavers, The Agency.

This is not the first time that the optometry brand has gone viral for its clever advertising techniques.

Specsavers 'crashes' van in marketing stunt

Earlier this year, the brand broke the internet when it parked one of its vans on a rising bollard in Edinburgh right next to a sign warning about the danger of parking in the area in a clever experiential out-of-home stunt.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Specsavers
Share
Aimee Edwards
By Aimee Edwards
Follow:
Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

Latest News

Equality Media + Marketing Wins Gold At 2025 Melbourne Design Awards For Queenstown Precinct
10/07/2025
Megan Moloney.
Shout Digital Pinches We Lysn’s Megan Moloney As Chief Customer Officer
10/07/2025
Mark Bouris.
NOVA Entertainment Partners With Mark Bouris’ Mentored Studios Podcast Platform
10/07/2025
Samsung Mobile Unveils New Galaxy Z & Watch8 Series In National Campaign
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?