For many of us, Australia’s Northern Territory, Darwin sits doesn’t instantly come to mind at the mention of a trip Down Under. But this adventure-rich destination offers plenty of diverse activities.
To inspire more people to put Darwin on top of their next travel getaway list, SilkAir (supported by Tourism Australia and Tourism Northern Territory) and SPHMBO created an experiential Out-of-Home campaign to showcase the destination.
To convey the array of experiences available for adventure-seeking PMEBs, SilkAir transformed the walls at the bustling high-traffic Ocean Financial Centre underpass with stunning images of Darwin through an interactive wall mural with a digital screen to provide a visual experience of the exciting activities that Darwin and its surroundings can offer.
Key highlights were Mindil Beach, Litchfield and Kakadu national parks and Katherine Gorge. To add an element of fun and engagement, parts of the wallscape were intentionally layered with pixelated stickers, calling for consumers to peel them off with an incentive in store. A lucky draw code was revealed behind each sticker, allowing the engaged consumer to participate and double their chances to win four return tickets to Darwin in the Go Darwin lucky draw!
Ms Hazel Lee Weiyi, assistant manager, market development, SilkAir, said: “We have launched flights to Darwin since 2011, but the general awareness of Darwin has remained low. It is a common question that we get: What’s there in Darwin besides crocodiles? There wasn’t a platform and opportunity for us to showcase the destination until now.
“We are strong believers that a successful campaign must be integrated with a hero platform. The wallscape at Ocean Financial Centre provided the avenue to do so. We printed close to 2,500 peel-off stickers and they were all gone by 1pm on the same day of the campaign launch. We are confident that more people will take an interest in Darwin and help up its profile relative to the other Australian favourites.”
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