Ski Resorts

JC Decaux and Tourism North East carry ski season to Melbourne CBD with stay-streaming activation


JC Decaux, in partnership with Tourism North East in Victoria, has launched a live-streaming campaign that brings all the movement from Mount Buller ski lodge to Melbourne’s CBD. The concept, from Cole Media, aims to use midweek visitation to Victoria’s alpine accommodations and functions a live flow from a mountain motel cabin in Mount Buller. Mount Buller snow newshounds, friendly sled puppies, and different personalities all appear on the flow to interact with commuters in Melbourne, encouraging them to come back and be part of the amusing inside the snow. Tourism North East advertising and marketing supervisor Gillian Dobson said the activation became the first for the business and the outcomes were very successful.


“This is the primary time that Tourism North East has embarked on reveling in this scale, and we’re exceedingly excited about the live-streaming activation. It’s a notable manner to interact with Melbourne commuters, bringing the beauty and specialty of the Victorian Alps to the metropolis and encouraging human beings to go to our stunning motels,” stated Dobson. “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 tremendous manner of bringing the campaign to life at this crucial transport hub for Melbourne. We noticed some excellent – and distinctly humorous – outcomes.”

The JC Decaux Innovate virtual panel positioned at Southern Cross Station is a first for the OOH business. It connects with a stay studio in Mount Buller, permitting commuters in Melbourne to utilize cameras, lighting, microphones, displays, audio systems, and wireless capabilities furnished by JC Decaux to interact with the studio. Those involved had been rewarded with tickets and vouchers for raise passes for more than a few Victorian ski accommodations. However, they needed paintings for their prizes. The crew in the studio requested commuters to illustrate their great ski-prepared movements in alternative to tickets allotted from the panel. Prizes protected forty-midweek carry passes. However, commuters who missed out could also heat their fingers with a heater panel and snack on marshmallows supplied by a nearby snowman.

JC Decaux’s head of creative answers, Ashley Taylor, said: “This became the first time that JC Decaux has taken its live-streaming abilities out of the studio and into a live region at Mount Buller, which became exciting. The potential to have all of the stay streaming capability, in the center of winter and from the snow, was a superb feat for JC Decaux.” The activation is part of a broader ‘station domination’ campaign, controlled through Tourism North East on behalf of Victoria’s alpine lodges. Candice Cole, from Tourism North East’s media organization Cole Media, stated: “Tourism North East was seeking to do something unique and simply enticing with its advertising this ski season, and we’ve worked intently with JC Decaux to deliver on that. It changed into fantastic to work with the crew on a unique first for our client with some fantastic interactions at the day.” Hannah Blackiston is Mumbrella’s senior media reporter. She has worked as a journalist and deputy editor across some of the titles within the commercial enterprise and real property sectors throughout her profession. She has additionally frolicked on consumer titles, writing lifestyle and travel content.

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