Queensland outdoor media company goa has joined forces with bookmaker Ladbrokes to launch the newest addition of THE ICONIC SERIES, located in the heart of Fortitude Valley in Brisbane.

Ladbrokes has taken the lead during the site’s launch – the second instalment of the next generation of THE ICONIC SERIES – exclusively dominating the site for a full week of advertising to showcase its Odds Boost product via the billboard.

Ladbrokes chief marketing officer Jason Kibsgaard said: “Odds Boost is our industry-first product that gives Ladbrokes customers an instant boost to their odds.

“This execution is part of an integrated campaign across multiple mediums. The Ann Street ICONIC billboard in particular will showcase the benefits of Odds Boost.

“By taking over this ICONIC site for its launch, we are able to provide real-time data that shows how Odds Boost works on real races and real horses. The digital aspects of this site allows for dynamic creative changes that gives us the opportunity to be reactive to live sports and racing, which is crucial in an industry that moves at such a fast pace.”

THE ICONIC SERIES billboards are a standalone premium digital network that encircles the Brisbane CBD and reaches an audience of high-income earners in Brisbane.

“The goa ICONIC SERIES have long been a part of the Ladbrokes out-of-home buy due to their high-reaching and attention-grabbing sites,” Kibsgaard said.

“goa’s sites are central to communicating our retail offers to punters and maximising our reach in a non-cluttered environment where, through scale, we can have the greatest impact.”

Chris Tyquin CEO and joint managing director of goa, said: “These ICONIC sites are even more impressive than we could have ever hoped for.

“They truly are increasing the visual amenity of the surrounding areas. We have only scratched the surface of what they are capable of and the value they can add to our clients creative messaging.

“Screen technology is fast developing, and as our audiences are becoming more accustomed to 4K-quality screens in their own home, we want to revolutionise digital out-of-home to meet that standard and provide clients with the opportunity to enhance their creative and utilise these technologies.

“We look forward to continuing our relationship with Ladbrokes and are excited that they came on board first.”