Travel company Flight Centre has launched its ‘World on Sale’ campaign with Adshel using its national digital network, Adshel Live, to promote Flight Centre’s hot travel fares coming into the market with dynamic, up-to-the-minute, location-specific airfare prices.

Across Adshel’s digital screens in Sydney, Melbourne, Adelaide and Perth, Flight Centre is controlling and updating the airfare prices on their creative based on location, dynamic pricing and demand, giving the advertiser the ability to react to market pricing and take it live within minutes.

In Brisbane, static creative is being used across Adshel’s street furniture assets to promote the campaign.

Flight Centre’s general manager – product, advertising, customer experience & sales Darren Wright said, “We have a lot of incredibly hot air fares coming into the market at the moment that have a very short promotional period and we needed to maximise the reach of these messages.

“Adshel Live’s digital screens gave us the opportunity, control and flexibility to change out our creative rapidly based on location as new prices dropped into the market and most importantly, at a national scale. We’re really excited to be partnering with Adshel on this campaign.”

Adshel’s sales and marketing director David Roddick said, “At Adshel, we always look for ways to collaborate with clients in new and innovative ways.

“The flexibility and control that Adshel Live provides advertisers means we can take a fairly simple product, in Flight Centre’s case airfares, and transform the promotional execution into something meaningful and effective.”

The campaign is live in two bursts from 25 April and the second burst from 9 May.