The recent out of home campaign for Tourism Australia sought to create larger than life as well as an experiential feel. This was done in keeping with the campaign objective of targetting affluent individuals in Mumbai and Delhi, in the 35-54 age group, SEC-A.
Following the brief, BrandScope, in consultation with OMD, opted for large format billboards at key locations, besides choosing a varied mix of outdoor media such as gantries, mall facades, drop-downs, airport media comprising travelators and digital screens.
Elaborating on the campaign, Nishant Kashikar, Country Manager, Tourism Australia said, “The campaign was useful in showcasing key ‘Best of Australia’ experiences to our target audience in Mumbai and Delhi. The optimal selection of media locations using a suitable mix of outdoor advertising mediums enabled us to expose potential travellers to attractive visuals of tourism experiences in Australia, thereby helping us create top-of-mind recall for Australia when choosing their next holiday destination.”
The strategy was to focus on the evening drive time traffic in Mumbai, starting from Marine Drive and going on to Goregaon-Malad on the western suburbs and Chembur on the central suburbs. In Delhi, the campaign was largely driven by mall facades, keeping the dynamics of media availability in mind. Drop-downs in premium malls and prime locations at airports were also used strategically to reach out to potential travellers.
Mamatha Morvankar, Senior Vice President, OMD said, “Potential tourists in Delhi and Mumbai were targetted through the extensive OOH plan panned out across prime locations to showcase the attractions of Australia and promote the land ‘Down Under’ as an exotic holiday destination. Brandscope also helped us target the festive season shoppers by giving us strategic and impactful locations inside and outside premium malls in both these cities.”