JCDecaux Australia have joined with Tourism North East in Victoria to launch a unique live streaming campaign activation from Mt Buller ski resort connecting Melbourne CBD commuters with the snow.
The idea for the activation was brought to JCDecaux by Cole Media, as part of an overarching campaign aiming to drive midweek visitation at Victoria’s alpine resorts.
The activation featured live streaming video from a resort in Mt Buller, with the resort’s snow reporters and other mountain personalities interacting live with commuters in Melbourne.
In a first for JCDecaux, a JCDecaux Innovate digital panel located at Southern Cross Station connected with a live studio at Mt Buller.
The live studio allowed talent to interact, in real time, with Melbourne commuters as they moved through the station using JCDecaux cameras, lighting, microphones, screens, speakers and Wi-Fi capabilities.
The live streaming activation was supported by a broader “station domination” campaign, which is managed by Tourism North East on behalf of Victoria’s alpine resorts of Mt Hotham, Falls Creek, Mt Buller, Mt Baw Baw, Lake Mountain, Mt Stirling and Dinner Plain.
Melbourne’s busiest rail station, Southern Cross sees an average of 280,000 passengers every day.
Tourism North East marketing manager Gillian Dobson said: “This is the first time that Tourism North East has embarked on an experience the scale of this and we are incredibly excited about the live streaming activation.
“It’s a fantastic way to engage with Melbourne commuters, bringing the beauty and uniqueness of the Victorian alps to the city and encouraging people to visit our beautiful resorts.
“We are very appreciative to have secured financial support through Visit Victoria’s Regional Events and Innovation Fund which has helped us fund this unique activation, and it’s been a fantastic way of bringing the campaign to life at this critical transport hub for Melbourne.”
JCDecaux head of creative solutions, Ashley Taylor said: “This was the first time that JCDecaux has taken its live streaming capabilities out of the studio and into a live location at Mt Buller, which was really exciting.
“The ability to have all the live streaming functionality, in the middle of winter and from the snow, was an amazing feat for JCDecaux.”
Tourism North East’s media agency Cole Media head Candice Cole added: “Tourism North East was looking to do something special and truly engaging with its marketing this ski season, and we have worked closely with JCDecaux to deliver on just that.”