Australia Awaits: Discover the Land Down Under with Digital OOH at The Big Picture Suntec

Tourism Western Australia’s fascinating campaign “Western Australia: Walking on a Dream” encourages the globe to experience Western Australia’s unique delights through a breathtaking Digital Out-of-Home (DOOH) display at Singapore’s The Big Picture Suntec. This campaign tries to captivate travelers’ hearts by highlighting Western Australia’s enchanting charm, from its beautiful beaches to its historic landscapes. Western Australia, known for its wide landscapes and unique experiences, promises an amazing voyage for those eager to go on a dream-like expedition. 

( Data source: TRA. Image credit: Camper Champ )

Australia has established itself as a popular tourism destination in Singapore, ranking sixth in terms of both visitor arrivals and spending. By the end of 2023, Australia had received 364,000 Singaporean visitors, up 76% over pre-pandemic levels, with spending exceeding $1.6 billion, thanks to a strong 85% return visitation rate and a concentration on holiday travel (66%). Customized small group excursions and high-end shopping experiences, notably for luxury products, technology, and health supplements, have increased in demand, bolstered by advantageous exchange rates and tax refunds. Travel drivers include culinary experiences (75%), key attractions (70%), and a preference for cooler climates (66%). Despite somewhat lower arrivals in the fiscal year ending March 2024, 325,000 Singaporeans visited Australia, a 12% increase from 2023, spending $1.59 billion, up 16% from 2023 and 5.5% from 2019. This remarkable rebound contrasts significantly with the pandemic era of 2020-2021, when visitor numbers decreased by 99.4% and spending fell by 97.7%. Today, Sydney and Melbourne remain the top choices for Singaporean travelers, valued for their active city life and culinary appeal; nevertheless, Perth, Gold Coast, and Tasmania also attract considerable interest for their distinctive and family-friendly experiences. This strong rebound underscores the renewed interest and significant economic impact of Singaporean tourists on the Australian market.

( Source by https://www.tourism.australia.com/ and https://camperchamp.com.au/ )

 

Given the strong interest and spending power of Singaporean tourists, the Australian government seized the opportunity during the F1 Singapore Grand Prix, held from September 20 to 22, 2024, to launch a strategic advertising campaign at The Big Picture Suntec, Singapore’s premier digital OOH location. Leveraging the high visibility and foot traffic of this prime site, the campaign aimed to captivate the attention of potential travelers, highlighting Australia’s diverse holiday experiences, vibrant city life in Sydney and Melbourne, and the allure of unique wildlife and world-class beaches. By targeting Singaporeans during the F1 weekend when tourism interest peaks, the advertisement aims to boost year-end travel to Australia, tapping into the increasing demand for customized tours, luxury shopping, and holiday visits, while capitalizing on favorable exchange rates. This initiative aligns perfectly with the ongoing rebound in visitor numbers, aiming to strengthen Australia’s position as a top holiday choice for Singaporeans.

The Big Picture Suntec: A Gateway to Western Australia

( Australia Tourism at The Big Picture Suntec, Singapore )

The Big Picture (TBP) at Suntec Singapore is a world-renowned attraction and a technological marvel, recognized as the largest high-definition LED video wall globally by Guinness World Records. Standing 15 meters tall and 60 meters wide, this impressive 8K display welcomes visitors with customizable content, creating impactful first impressions and enhancing event experiences. Conveniently located in one of Singapore’s busiest commercial districts, TBP serves as an iconic centerpiece for branding opportunities and campaigns like “Walking on a Dream,” captivating thousands of passersby daily with its vibrant visuals. Visitors can further enjoy a seamless journey to the Level 3 reception via express escalators, accompanied by motion-triggered graphics.( Source by https://www.evasuntec.com/ )

Suntec City, a vast multipurpose complex situated in Singapore’s Marina Centre. The expansive retail area features an impressive blend of global and local businesses, showcasing famous names like Adidas, Aftershock, Anker, ASICS, Levi’s, and MST Golf, catering to a wide range of shopping needs from clothing and electronics to sporting goods. Suntec City features a premier convention center that accommodates various conferences and events throughout the year, alongside the famous Fountain of Wealth, thought to bring good fortune. ( source by https://sunteccity.com.sg/ )

The benefits of Digital Out-of-Home (DOOH) advertising in this context include:

  • High Engagement: With its high-definition 8K resolution, the screen showcases the natural beauty of Western Australia with incredible detail.

  • Captivating Storytelling: DOOH allows the campaign to feature diverse landscapes, rich colors, and unique wildlife in an immersive way that static ads cannot.

  • Strategic Audience Reach: Positioned in the heart of Singapore, the display reaches potential travelers from Singapore and Southeast Asia, key markets for Australian tourism.

Why Digital OOH Advertising Works?

( Australia Tourism at The Big Picture Suntec, Singapore )

The rise of Digital Out-of-Home (DOOH) advertising has transformed the way brands communicate with their audiences, offering dynamic, interactive, and high-impact solutions that traditional advertising simply can’t match. DOOH at The Big Picture Suntec embodies this, making it one of the most successful platforms for marketers trying to capture and engage their audiences. Here’s why:

 

  1. Dynamic Content 

The Big Picture’s cutting-edge 8K resolution screen delivers clear, colorful pictures that bring Western Australia’s spectacular landscapes and experiences to life. Whether it’s gorgeous beaches, rare wildlife, or colorful metropolitan views, the screen’s exceptional quality guarantees that every detail is highlighted, providing viewers with a distinctive visual experience.

 

  1. Massive Reach 

The Big Picture is located in the center of Suntec City, a bustling hub in Singapore’s Marina Centre, and enjoys exceptional visibility. With thousands of daily passersby, including both residents and international visitors, the screen attracts a diverse audience. This significant foot traffic increases brand exposure and the overall impact of the campaign.

 

  1. Flexibility and Real-Time Updates 

Unlike typical static billboards, DOOH allows you to refresh material in real time. This versatility enables marketers to customize their messaging based on time of day, audience demographics, or current events. For example, different features of Western Australia’s attractions can be promoted throughout the day, such as beach destinations in the morning, city nightlife in the evening, and wildlife experiences on weekends, keeping the message relevant and fresh.

 

Ready to captivate your audience? Increase your brand’s visibility with The Big Picture at Suntec City, Singapore’s leading digital advertising platform. With breathtaking 8K images and engaging, interactive content, you can reach thousands of people every day in the heart of Marina Centre. 

 

Don’t miss out on this powerful opportunity to showcase your brand. Contact us today to secure your spot and make your message unforgettable!

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