JCDecaux Australia, in partnership with Tourism North East in Victoria, has launched a stay streaming campaign activation from Mt Buller ski lodge to connect Melbourne CBD commuters with the snow experience. Cole Media added the idea to activate JCDecaux as part of an overarching marketing campaign to pressure midweek visitation at Victoria’s Alpine Inns.
The activation featured live streaming video from a pricey mountain motel near Mt Buller. The lodge’s snow reporters and other mountain personalities (including some pleasant husky sled puppies) interacted live with commuters in Melbourne.
Designed to engage, marvel, and delight height-hour commuters, the activation encouraged them to join the laugh and, in the long run, journey to the snow this season.
In a first for JCDecaux, a JCDecaux Innovate virtual panel positioned at Southern Cross Station related to a live studio at Mt Buller. Experts showcased an array of highlights on offer at the snow this season.
“This became the primary time that JCDecaux has taken its stay streaming abilities out of the studio and into a live vicinity at Mt Buller, which became, in reality, thrilling,” JCDecaux head of innovative solutions Ashley Taylor says.
“The potential to have all the stay streaming capability, in the middle of wintry weather and from the snow, turned into an exceptional feat for JCDecaux.”
The stay studio allowed talent to interact in real-time with Melbourne commuters as they moved through Southern Cross Station, using JCDecaux cameras, lighting, microphones, screens, speakers, and Wi-Fi skills.
Passers-through had been rewarded with tickets and vouchers for elevating passes for various Victorian ski hotels. However, they needed paintings for their prizes.
The Mt Buller crew requested commuters impress them with their actions, including snowboarding, French fry/pizza, and snow angels. The panel distributed tickets to the fortunate winners.
Forty-midweek lift passes were to be had as prizes, with the Mt Buller snow crew figuring out who to praise. For those who neglected out on the big prizes, commuters’ fingers were warmed with a heater inside the panel that could begin on cue.
Next to the panel at Southern Cross, a fiberglass snowman held marshmallows so commuters and the snow group could ‘toast’ them collectively.
“This is the first time that Tourism North East has embarked on and enjoyed the scale of this, and we’re distinctly enthusiastic about the stay streaming activation,” Tourism North East advertising supervisor Gillian Dobson says.
“It’s a fantastic way to engage with Melbourne commuters, bringing the beauty and strong point of the Victorian Alps to the town and inspiring people to go to our lovely hotels.
“We are very appreciative to have secured monetary help via Visit Victoria’s Regional Events and Innovation Fund, which has helped us fund this unique activation, and it’s been a first-rate way of bringing the campaign to life at this vital transport hub for Melbourne. We saw a few notable – and distinctly humorous – effects!”
The live streaming activation was supported through a broader “station domination” marketing campaign managed by Tourism North East on behalf of Victoria’s alpine hotels: Mt Hotham, Falls Creek, Mt Buller, Mt Baw Baw, Lake Mountain, Mt Stirling, and Dinner Plain.
Melbourne’s busiest rail station, Southern Cross, sees a median of 280,000 passengers daily.
