Tourism Western Australia launches transformational day and night poster branding campaign in Singapore on Clear Channel

Tourism Western Australia’s latest branding campaign in Singapore features transformational day and night images of two destinations beyond Perth on Clear Channel bus and taxi shelters.

The campaign aims to promote self-drive holidays in Perth and beyond and most importantly build a reputation for Western Australian as a great self-drive destination for holiday makers. To bring out the beauty of both day and night of regional Perth, a special technique known as reverse printing has been applied to the posters. This allows the poster to display a different effect of the visual under the different light settings of the environment. Under the sun (daytime), these special posters bring out the grandeur of two iconic Western Australia’s offerings; The Pinnacles in Cervantes and Observatory Point in Esperance. While in the dark (night time), the posters transform, captivating the starry skies of The Pinnacles and Observatory Point.

20 central bus shelters have been handpicked for these specially printed 6-sheet posters to be up, reaching out to the campaign’s target audience of singles/ DINKs, middle-income experience travellers of age 25 to 50 years old.

Connect is also activated for this campaign to drive deeper and more meaningful engagement with the public. With a simple tap or scan of the NFC chip or QR code embedded on our 6-sheet panels using their smartphones, the public can access exclusive deals to Perth, Western Australia on Bestperthdeals.com/Singapore.

This creative execution will run alongside with 90 standard print 6-sheet posters well-distributed on Clear Channel bus/taxi shelters island-wide. This campaign also runs on print and digital over a 2-month period.