JC Decaux and Tourism North East bring ski season to Melbourne CBD with live-streaming activation

JC Decaux, in partnership with Tourism North East in Victoria, has launched a live-streaming campaign activation which brings all the action from Mount Buller ski resort to Melbourne’s CBD.

The idea, from Cole Media, is aimed at driving midweek visitation to Victoria’s alpine resorts and features a live stream from a mountain lodge cabin in Mount Buller.

Mount Buller snow reporters, friendly sled dogs and other personalities all appear on the stream to interact with commuters in Melbourne, encouraging them to come and join the fun in the snow.

Tourism North East marketing manager, Gillian Dobson, said the activation was the first of its kind for the business, and that the results had been very successful.

“This is the first time that Tourism North East has embarked on an experience the scale of this and we are incredibly excited about the live-streaming activation. It’s a fantastic way to engage with Melbourne commuters, bringing the beauty and uniqueness of the Victorian alps to the city and encouraging people to visit our beautiful resorts,” said Dobson.

“We are very appreciative to have secured financial support through Visit Victoria’s Regional Events and Innovation Fund which has helped us fund this unique activation, and it’s been a fantastic way of bringing the campaign to life at this critical transport hub for Melbourne. We saw some incredible – and incredibly funny – results.”

The JC Decaux Innovate digital panel located at Southern Cross Station is a first for the OOH business and connects with a live studio in Mount Buller, allowing commuters in Melbourne to utilise cameras, lighting, microphones, screens, speakers and wi-fi capabilities provided by JC Decaux to interact with the studio.

Those involved were rewarded with tickets and vouchers for lift passes for a range of Victorian ski resorts, however, they had to work for their prizes. The team in the studio asked commuters to demonstrate their best ski-ready moves in exchange for tickets dispensed from the panel.

Prizes included 40 midweek lift passes, but commuters who missed out were also able to warm their hands with a heater panel and snack on marshmallows provided by a nearby snowman.

JC Decaux head of creative solutions, Ashley Taylor, said: “This was the first time that JC Decaux has taken its live streaming capabilities out of the studio and into a live location at Mount Buller, which was really exciting. The ability to have all the live streaming functionality, in the middle of winter and from the snow, was an amazing feat for JC Decaux.”

The activation is part of a broader ‘station domination’ campaign, managed by Tourism North East on behalf of Victoria’s alpine resorts.

Candice Cole, from Tourism North East’s media agency Cole Media, said: “Tourism North East was looking to do something special and truly engaging with its marketing this ski season, and we have worked closely with JC Decaux to deliver on just that. It was great to work with the team on a unique first for our client with some excellent interactions on the day.”


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