Transit out-of-home media specialist GoTransit has unveiled Melbourne’s largest moving billboard asset, the double-decker SkyBus, with Virgin Australia an early advertiser.
SkyBus, a subsidiary of Australasia bus operator Kinetic, operates the premium airport express service connecting Melbourne Airport to the city centre, departing every ten minutes during peak travel times,
GoTransit, as well as external wraps, has also launched internal video advertising placements on the bus.
"Our audience intelligence solution at LUMOS reveals that the SkyBus format delivers exceptional access to distinct, high-value audience segments,” said Eric, founder & CEO at Lumos, GoTransit’s data partner.
“Through unique first party and third party audience data, we've uncovered that passengers on this route features a higher concentration of affluent families, millennial professionals, and urban glamour shoppers. These are audiences known for their strong purchasing power and brand engagement.”
This latest move expands GoTransit’s national footprint and its premium suite of transit assets, which includes London Cabs, Light Rail and Double Deckers.
“SkyBus delivers everything a brand could want from an out-of-home campaign,” said Kirrily Hirst, director of sales at GoTransit Media Group.
“It offers visibility, frequency, and an audience that includes both high-value travellers and city-bound professionals.
“With total brand ownership and a unique journey from the airport into the heart of Melbourne, this product sets a new benchmark for outdoor media.”
Matthew Campbell, managing director (Australia) at Kinetic, said the airport-to-CBD route captures a unique mix of international visitors, business travellers, and daily commuters.
“We’re thrilled to see this premium advertising asset come to life with our partners at GoTransit, driving powerful brand experiences along one of Melbourne's most important transport arteries,” Campbell said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.