Expedia makes its mark around Australia with 3D chalk drawing activation via The Ambient Group
Expedia, the world’s largest online travel company, is making its mark around Australia with a 3D chalk drawing, designed to inspire people to create their own travel adventure via experiential agency, The Ambient Group.
The activation begins its journey in Brisbane today, before heading to Melbourne on 4 June and finishing up in WA on 11 June. Passers-by can view the intricate artwork through plane windows, giving a glimpse of all the holiday possibilities at their fingertips with Expedia.
Says Amee Evans, Expedia marketing and communications manager ANZ: “Australians love to travel, and the chalk drawings are designed to inspire people to do just that. There’s a big world out there and we believe that there’s no sense in waiting- if you can dream it, you should do it right now with Expedia.”
Says Michael Fishwick, from The Ambient Group: 
“Out-of-home experiential activations are becoming increasingly popular with big brands as they are catching hard-to-reach consumers in a meaningful way that they will remember.
“These activations, if done correctly, can be powerful promotional tools and deliver excellent results. Creating interaction and word-of-mouth with young, fast moving commuters can be tricky, but this type of activity does just that.”
Media Agency: Carat Australia
Client: Expedia
Activation: The Ambient Group
8 Comments
Please no more 3D chalk drawings, they’ve been done and much better a million times before.
helpful suggestions:
1. roll this pathetic nonsense up and pop it in the bin.
2. advise client to spend some money on adverts if they want to be famous (after all, that’s what their more successful competitors will be doing).
3. this isn’t “an experiential out of home activation” – it’s a mat.
4. don’t do it again – it just makes commuters have to walk around your “experiential out of home activation” when all they really want to do is grab a cup of crap coffee and get to their facebook page at their desks.
how totally unique..Not !!
I fail to even want to know more about why i should go with the biggest as the biggest don’t even care about their image enough to allow this type of embarrassing attempt to stand out from the crowd in a very competitive market … Great that the artists themselves got some work and hopefully paid for it ..Expedia supporting the arts of Australia is the only positive out of this rubbish..sad
Hold on, there’s 7 people looking at it in the shot above. If that doesn’t justify it, I’m not sure what will . . .
I like it when brands use real artwork and make my normal commute a little more interesting. It’s not the most unique idea out there, but it’s going to make people stop and take a look which I’m sure is the point. Better than a billboard which is so standard it gets lost in the daily landscape. I like it 🙂
I like it when brands use real artwork and make my normal commute a little more interesting. It’s not the most unique idea out there, but it’s going to make people stop and take a look which I’m sure is the point. Better than a billboard which is so standard it gets lost in the daily landscape. I like it 🙂
ah, is it just me or is a plane flying that low in New York a little off putting?
whats all the hostility? Its a chalk drawing on the footpath. A bit of escape and a change of pace to a mundane ‘nother day.