OUR WORK
East Coast USA: Out-of-Home Campaign
East Coast USA: A High-Impact OOH Consumer Media Initiative
BRIEF
Client: Washington, DC, Boston & Philadelphia
Campaign: East Coast USA Out-Of-Home Consumer Campaign
Target Audience: Australian consumers
Drive large-scale consumer awareness and conversion for East Coast USA destinations, extending the impact of the 2025 Australia Roadshow beyond trade and media audiences.
IDEA
An integrated Out-of-Home campaign designed to capture high-impact visibility across key urban environments and drive direct action through travel trade partners.
Multi-channel OOH rollout across transit, digital billboards and rideshare vehicles
High-frequency exposure in Sydney and Melbourne commuter corridors
QR-led engagement is driving users directly to booking pathways
Retargeting strategy to re-engage exposed audiences
Conversion-led partnership with Helloworld to capture demand
Execution
OOH Billboards and Transit Advertisements
Transit advertising across buses and trams
Large-format digital billboards in premium locations
Always-on visibility across high-traffic environments
Carvertising + Retargeting
5 fully wrapped rideshare vehicles
In-vehicle QR codes drive immediate engagement
Geo-targeted consumer retargeting
Helloworld (Conversion Partner)
Dedicated landing page and packages
In-store digital screens and supporting social
Clear booking pathway from awareness to conversion
IDEA
IDEA
RESULTS
Awareness & Reach
14.9M+ OOH impressions
15.8M rideshare impressions
4.5M+ unique reach
84% of Sydney reached an average of 3.5 times
Engagement
56% over-delivery on retargeting impressions
CTR 2.4x above industry benchmark
Strong QR-driven interaction from rideshare placements
Conversion Impact (HelloWorld)
Room nights: +142% YoY
Land passengers: +131% YoY
Total booking value: +159% YoY
Air passengers increased +4.5% despite the broader market softening
Impact
A fully integrated OOH campaign that successfully bridged awareness and conversion, extending the
reach of the East Coast USA Roadshow and delivering measurable growth across bookings,
engagement and partner visibility.
