Brand USA, the destination marketing organisation for the United States, and its partner Visit Florida, are taking over London’s Oxford Street in a new OOH campaign.
The Visit Florida campaign, launched on January 4, will dominate JCDecaux’s bus shelter inventory along Oxford Street for four weeks. JCDecaux will roll out across a mix of vinyl wraps and special builds, supported by JCDecaux’s Transvision digital screens at key London rail terminals.
This is the first campaign launched on London’s Oxford Street since JCDecaux took over the world’s largest bus shelter advertising concession on January 1 2016.
The campaign will showcase 10 major resorts in Florida, including Tampa Bay, Palm Beach and Walt Disney World, with experiential elements to highlight the destinations and keep them top-of-mind with UK consumers, as one of the tourism industry’s busiest booking periods commences. A number of the bus shelters will include interactive screens, such as the Kennedy Space Center, which will feature a rocket situated on the bus shelter’s roof.
The Brand USA OOH campaign will extend across the UK through collaborations with airline partners, Icelandair and British Airways. Planned by Black Diamond, these further campaigns will launch on January 18 and in May respectively, showcasing the routes available between the UK and USA.
The Brand USA Icelandair campaign will run on roadside formats in the key regional hubs of Aberdeen, Birmingham, Glasgow, London and Manchester; while the Brand USA British Airways campaign will span roadside sites and Transvision screens in Glasgow, Leeds, London and Manchester.
Sarah Norcup, Creative Development Executive at Kinetic Active, told us “We are thrilled to be kicking off the New Year with Brand USA’s exciting nationwide campaign. OOH media is the perfect way to reach a wide audience and drive awareness at this prime time of year for the tourist industry; while JCDecaux’s national OOH network provides a fantastic platform to ensure the Brand USA message carries far beyond the initial London launch.”
Spencer Berwin, Managing Director of Sales at JCDecaux, “We are delighted to launch LDN with Black Diamond. The Brand USA and Visit Florida OOH is a fun and interactive campaign that is just the start of our new vision for London. Since we first announced our TfL win, we’ve promised to make London the global showcase for digital Out-of-Home and we are looking forward to rolling out these plans during 2016. LDN is open for business!”
Planned by Black Diamond and executed by Zone, the precision planning specialist of Kinetic, alongside sister creative division Kinetic Active. Creative was handled by Black Diamond and partner agencies in the USA.
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