Silk Air promotes Darwin route with peel-off billboards in downtown Singapore

Silk Air has chosen an underpass in Singapore’s financial district as the location for an experiential campaign to promote its flight route to Darwin.

SPHMBO billboard for Silk Air

Outdoor ad firm SPHMBO has erected billboards layered with promotion stickers for the campaign, which was co-created with Tourism Australia and Tourism Northern Territory.

The announcement:

For many of us, Australia’s Northern Territory, Darwin sits at the back-of-mind behind other cities at the mention of a trip down-under. But this adventure rich destination offers plenty of diverse activities.

To inspire more people to put Darwin on top of their next travel getaways list and fly direct with SilkAir, SilkAir (supported by Tourism Australia and Tourism Northern Territory) and SPHMBO brought together an experiential Out-of-Home campaign to showcase the destination.

To convey the array of experiences available for adventure-seeking PMEBs, SilkAir transformed the walls at the bustling high-traffic Ocean Financial Centre Underpass with stunning images of Darwin through an interactive wall mural with a digital screen to provide a visual experience of the exciting activities that Darwin and its surroundings can offer. Key highlights were Mindil beach, Litchfield and Kakadu national parks and Katherine Gorge. To add an element of fun and engagement, parts of the wallscape were intentionally layered with pixelated stickers, calling for consumers to peel them off with an incentive in store. A lucky draw code was revealed behind each sticker, allowing the engaged consumer to participate and double their chances to win four return tickets to Darwin in the Go Darwin lucky draw!

“We have launched flights to Darwin since 2011 but the general awareness of Darwin has remained low. It is a common question that we get: What’s there to do in Darwin besides crocodiles? There has yet to be a platform and opportunity for us to showcase the destination until this. We are strong believers that a successful campaign must be integrated with a hero platform. The wallscape at Ocean Financial Centre provided the avenue to do so. We printed close to 2,500 peel off stickers and they were all gone by 1pm on the same day of the campaign launch. We are confident that more people will take an interest in Darwin and help up Darwin’s profile relative to the other Australia favourites.” – Assistant Manager Market Development SilkAir, Hazel Lee Weiyi.

Media was by OMD, creative by DDB.

Source: SPHMBO press release


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