Y&R creates ‘Hot Seats’ in Melbourne to promote 2018 Commonwealth Games
To promote the 2018 Gold Coast Commonwealth Games, Y&R have targeted Melbourne residents by creating a portable, heated ‘Hot Seat’.
Leveraging on the infamous cold weather in Melbourne, the Hot Seat will give fans a taste of what it is like to watch sport on the Gold Coast.
Radio, digital and targeted social content will accompany the campaign.
Lara McKay, the general manager of communications and marketing at GOLDOC, said in a statement: “This execution takes one of the best aspects of the Gold Coast during winter – the amazing weather – to Melburnians to remind them to grab tickets for next April.
“These tactical executions are really important for us as we know there are different motivations for attending the Games in different markets but with a combination of elite sport, a beautiful destination and a vibrant arts and culture festival there is really is something for everyone.”
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