Out-of-Home media company JCDecaux has partnered with Rural City of Wangaratta Council and Cole Media to facilitate the creation of an immersive marketing event at Southern Cross Station for the region’s current tourism campaign.
The campaign included a two-week live streaming activation, bringing the best of the region direct to the Melbourne CBD and featuring a virtual reality experience enabling passers-by to be transported to the region for a taster of the scenery, trails and cellar doors. Additional activity included a selfie opportunity in a hot air balloon scene and a competition to win a series of prizes – including a weekend getaway to the King Valley.
During the peak-hour commute, from 5-7pm each day, a live stream from a series of leading Australian wineries encouraged commuters to stop, engage and put their sense of smell to the test through a series of fun activities with one of the winemakers via a custom-built panel.
Essie Wake, chief marketing officer, JCDecaux said: “Using powerful, interactive digital technologies, JCDecaux’s Creative Solutions team helped bring some of the most popular tourist activities in the Rural City of Wangaratta region to life for audiences in the beating heart of Melbourne. It’s incredibly exciting to see how much Out-of-Home has evolved as a channel, and how receptive audiences are, to digital-first experiences.
“Southern Cross Station is the gateway to the city, reaching around 280,000 passengers a day, across a variety of highly valuable audience segments. The scale and centrality of Southern Cross Station made it the perfect environment to host this unique activation, and drive audience awareness and engagement to promote the Rural City of Wangaratta region as an enticing destination.”
Sadie Tilleray, marketing and communications specialist at Rural City of Wangaratta Council added: “It was exciting to bring the beauty of our region to life through the activation, and we are thrilled with the reaction to the campaign and the positive feedback we have received.
“This is the first time that the Rural City of Wangaratta has embarked on a campaign of this scale. We worked with JCDecaux to create a unique and innovative experience that captured the attention of commuters and showcased the range of experiences on offer to drive awareness to the region and promote the Rural City of Wangaratta as a destination of choice for a weekend getaway.”
The Rural City of Wangaratta launched its ‘Get Away from the Everyday’ campaign at the beginning of July, positioning a series of scenarios that compare everyday activities with a ‘get away moment’ and inviting commuters to swap their sandwich for the scenery or the stairs for the skies.
Artworks with variations of the ‘Get Away from the Everyday’ slogan were displayed throughout the station and included: large double sided hanging banners, 3m high lightboxes, 5m lift shaft lightboxes, platform glass barriers, main entrance signage, stair risers, and several floor graphics plus 85-inch television screens giving maximum exposure to potential visitors to the region.
