BrandScope India executes Tourism Australia's OOH campaign!

The objective of the campaign was to target affluent individuals in the city Mumbai & Delhi, within the 35-54 age group in the SEC-A. The thought process was to use large format billboards at key locations in order to create the larger than life as well as experiential feel to potential travelers.

Given the brief Brandscope in consultation with the media agency OMD chose a varied mix of media like, Billboards/Gantries/Mall facades/Drop Downs/airport media comprising of the Travelators & Digital Screens.

The strategy was to go with the single minded focus on the evening drive time traffic in Mumbai starting from Marine Drive & going right through to Goregaon-Malad on the western suburbs & Chembur on the central suburbs; wherein Delhi was largely driven by Mall facades keeping the dynamics of the media availability in mind. Drop-downs in premium malls & prime locations at airports were also used strategically in order to reach out to potential travelers.

Speaking about 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 travelers to attractive visuals of tourism experiences in Australia thereby helping us create top-of-mind recall for Australia when choosing their next holiday destination.”

Mamatha Morvankar- Sr. Vice President OMD added, “The potential tourists in Delhi & Mumbai were targeted through the extensive OOH plan panned out across prime locations to showcase the attractions of Australia &  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 & outside premium malls in both these cities.”

Speaking about the opportunity to execute this campaign Haresh Nayak MD- Posterscope Group said, “We have enjoyed an engaging relationship with Tourism Australia and it is a brand that thrives on imagery and experience. As an agency we strongly believe that ambient out of home opportunities are best suited to establish this objective which was demonstrated in our media mix amply”

As part of the Posterscope group, Brandscope India which is now in its third year of operations handles close to 35 clients across categories such as FMCG, Hospitality, Finance, Automobiles, Real Estate and Lifestyle. Fabian Cowan- Vice president Brandscope India maintains that “the consumption patterns in the out of home domain have changed along with the sensibilities of the evolved consumer. The drivers of this change lie largely in ambient opportunities like the ones we used for Tourism Australia which was a challenge and at the same time effective”.

For the record, Posterscope Group is a part of the Aegis Media India Group and comprises presence across Traditional OOH through Posterscope and Brandscope, Hyperspace (Retail, Digital OOH & Digital Retail),PSI (Airports and International campaigns) and Ambient OOH.