oOh!media has launched its summer campaign strategy, bringing together agencies and brands to examine how Australians move, spend and engage differently during the warmer months.
The event featured a panel including Penny Glasson, CMO of Bundaberg Brewed Drinks; Jodie Teaken, global head of airline marketing at Qantas; and Dan Edgerton, director of data solutions at Westpac Data X. Speakers discussed consumer behaviour over summer and how brands can connect during this period.
Glasson said: “As a brand we mostly advertise over summer, it’s a big recruitment strategy for us. Last summer, we increased brand penetration 7% YoY during this period which reinforces the importance of staying active with consumers. Part of Bundaberg Brewed Drinks’ success is that while we’re consistent, we like to tweak what we do each year. For us, It’s evolution, not revolution.
“Using two major platforms, Out of Home and cricket, is testament to how much we back the channels. We are also looking to allocate more focus to reaching regional consumers given the changing patterns of behaviour during this period.”
Penny Glasso
Edgtton reinforced the scale of the opportunity and said: “Based on our data, we see a 3% uplift in Victoria, attributed to summer movement and visitation, that’s the biggest of all the states. Three per cent doesn’t sound like a lot, but when you contextualise it, it’s over $350 million more than any other state across that period. So, people are shifting their behaviours and how they’re choosing to spend their money.”
Teaken added: “The best thing you can do is be where your audience is, let audiences tell you where they’re going to be.”
Fresh data backed the conversation, with Tourism Research Australia reporting over 3.3 million Australians take regional getaways, driving an $8 billion day-trip economy.
Westpac Data X revealed summer travel generates 3.7 million additional petrol station visits compared to winter and a $76 million uplift in coastal spending, with some towns experiencing double- and triple-digit growth.
The two-day event, held at the Mondrian Hotel on the Gold Coast, included agency and client site tours across Brisbane and the Gold Coast, alongside retail activations at Pacific Fair.
oOh! emphasised its national network’s role in keeping brands visible across airports, highways, regional hubs, beaches, retail precincts and stadiums, reaching 99% of metro Australians and 85% of regional travellers.