Melway revives itself in new outdoor campaign via iOM and Press Play Creative Marketing
Melbourne outdoor advertising operator, iOM has partnered with Press Play Creative Marketing, a boutique, full service agency, to revive a much loved Australian brand, Melway.
Press Play and iOM worked closely with the Melway team to refresh the existing iconic brand, develop a new tag line and produce effective communications that would rekindle Melbourne’s love for the brand.
The outdoor campaign features four different creative executions that each highlights the benefits of using a Melway, targeting different audience segments. The design uses distinctive brand elements that are strongly associated with the product.
Says Beth Richards, director Press Play Creative Marketing: “Our goal was to communicate the unique points of difference that make Melway maps relevant in this increasingly digital age. We also wanted to remind our target of the great level of detail and quality of design that makes Melway maps such a reliable, vital resource for Melburnians.”
The new tag line ‘What a legend’ will now appear across all Melway communications and relates to the outstanding contribution Melway has made to the community, recording the growth and development of the city for the past 47 years.
Says Leah Whitford, managing director iOM: “Outdoor was the perfect medium for Melway, it allowed us to communicate with our target in an environment where the product was relevant to the situation. The uncluttered nature of outdoor allows the message to be fully absorbed, and the larger than life sites made sure the product was a major focus during a key sales period.”
Outdoor has been the hero medium for the Melway campaign with 12 supersites situated across greater Melbourne. Publicity, point of sale, and a promotion will support the outdoor advertising, with the aim to further engage Melburnians and position Melway top of mind in the lead up to Father’s Day.
Says Dean Godfrey, managing director Melway: “It has been great working with Press Play and iOM, we couldn’t be happier with the brand direction and the new tag line is one that we feel will stand the test of time.”
3 Comments
Its so pun-a-rific.
Hmm… I’m not sure that a few billboards counts as a ‘revival’. Too little too late Melway — I think we’ve all established a pretty unhealthy dependance on Google maps by now.
Nice complementary art direction. And I like the What a Legend line. Not bad considering what they’re up against. Would be nice to see a bigger, broader campaign though.