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The Legendary Pacific Coast Lures Winter Struck Victorians With A Live Byron Bay Temperature Feed And Lazy Surfing Images Atop A Prime Site In The Busy Melbourne CBD

June 21, 2016 Destination Global No Comments Email Email

The Legendary Pacific Coast  http://pacificcoast.com.au/  this ,week launched a major outdoor digital campaign luring winter bitten Victorians with lazy surfing images and a live feed of warm Byron Bay temperatures across a giant billboard on the Emporium building incentral Melbourne.

“This is the first time we have used a live temperature feed in our advertising and we believe it is the first time it’s been used for tourism advertising on large scale outdoor board.” said The Legendary Pacific Coast Executive Officer, Ms Belinda Novicky.


This billboard in Lonsdale Street, created by oOH Media, is our first outdoor digital campaign and we expect it, with another outdoor site in busy Chapel Street, will reach more than 1.4 million people per week from now until mid July.”

“This strong out door campaign is further enhanced with digital advertising in busy office towers and cafes promoting our destinations to more than a third of the total Melbourne population each week over eight weeks.”

The Legendary Pacific Coast recruited the specialist media buying services of Central Coast based media garage to plan and book these and other key components in this far reaching $420,000 campaign.

“Other key promotional tools are the popular urban websites artshub, concreteplayground and mindfood pushing out content and strategically placed digital advertising to lure cold Melbournians to our warmer side of the border,” said media garage’s Lisa Christie.

“We’ve also lined up further advertising and editorial support in Jetstar and Virgin inflight magazines, and Australian Gourmet Traveler.”

“And to make it even more alluring Newcastle, Coffs Harbour and Ballina Airports with Clarence Valley Tourism have kicked off an accompanying campaign offering discounted flights to The Legendary Pacific Coast from now until October.” said Ms Novicky.

The outdoor billboard atop the Emporium is 25 x 10.5 metres. An image of the billboard is attached.

The Legendary Pacific Coast is a consumer brand for the popular touring route between Sydney and Brisbane, promoted by the regional tourism authority, The North Coast Destination Network.

The campaign is jointly funded by Destination NSW’s Regional Visitor Economy Fund (RVEF), participating Local Governments and tourism industry partners. The RVEF is managed and administered by the NSW Government’s tourism and major events agency, Destination NSW.

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