OMA industry campaign celebrates a return to outdoor spaces
The Outdoor Media Association (OMA) has responded to an increase in traffic in outdoor spaces by launching a joint industry campaign, ‘Spring into Out Of Home’.
The new campaign celebrates the easing of lockdown restrictions in most states, with mobility and consumer sentiment data showing most Australians are happier to be out and about now, compared to before the COVID-19 pandemic hit.
OMA ‘Spring Into Out Of Home’ asset
Its launch comes off the back of data from Ooh Media which showed that outdoor traffic for the week ending September 28 has returned to 89% of normal levels, and that visits to shopping centres were at 93% of normal levels, compared with the same period in 2019.
The campaign includes statistics that show people in New South Wales are out and about at 85% of regular levels, South Australians at 90%, Western Australians at 95% and Queenslanders at 98%.
OMA CEO Charmaine Moldrich said the campaign reflects a desire of people to return to outdoor spaces and CBDs.
“As the weather warms for spring, and COVID safety restrictions are slowly lifted, people are eager to get outside and start creating their new normal,” she said.
“We don’t know what that looks like just yet, but the data tells us that people are keen to travel, be in open spaces, and return to their CBDs.”
The OMA said consumer confidence is now at a two-year high, and that recent data shows that 83% of Aussies intend to visit a café, pub, or venue, while 58% intend to take road trips soon.
The Spring Into Out of Home campaign will run across digital signs nationwide during October and November
Members participating in the campaign include Big Outdoor, Bishopp Outdoor Advertising, Goa, JC Decaux, Ooh Media, and QMS Media.
“Spring into Out of Home is our celebration in the simple pleasure that we are back out and about together, it is an optimistic and hopefully campaign,” Moldrich added.
“We want to remind advertisers that out of home is an effective mass reach channel, delivering audiences for their products and services.
“While we are not completely out of the woods yet, it is heartening to see our members coming together to launch this campaign, in what has been a difficult year for our industry.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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Spring Into Out Of Home
