Escape winter. See Queensland.
Winter sucks. The Melbourne winter, even when described by people who have experienced colder climates, is uniquely biting.
Commuters in southern cities have made peace with the cold. This campaign looks to exacerbate winter misery to fuel spontaneous trips to Queensland.
Electronic billboards count down, in real time, to the next 20 degree day – reaching commuters where they feel the cold most bitterly. Mobile billboard trucks run along the same routes, carrying warm Queensland imagery, a live temperature feed and a direct offer, giving participating businesses the chance to reach commuters at their most desperate.
Targeted ads served to people searching for winter items round out the campaign – intercepting those at peak suffering with the current Queensland temperature and a link to book a trip.
