The outdoor sector had a pretty good 2011, not just in terms of the sizeable revenue increase of $13 million over 2010 to reach its highest total yet of $83 million, but also because the industry body OMANZ was given a bit more love. The brand was overhauled, the website was redone, it is hoping to resurrect the Outdoor Awards, and this month it has taken to the streets to spread the outdoor gospel with an out-of-home advertising campaign.
With creative help from Paul Taylor of theneighbourhood, the thought driving the campaign is ‘Step Outside’, because that, says OMANZ marketing and communications manager Jo Davenport, is where people live their lives, whether it’s commuting, shopping or socialising.
OMANZ wanted to communicate to media and creative agencies, as well as to advertisers, how powerful out-of-home advertising can be and this is being done, as you'd hope, through billboards, buses and street furniture.
“So for advertisers and agencies to add OOH to their campaign and team it with other media such as radio, TV, internet or print, OOH can help make their campaign work harder—and that’s what we wanted to reinforce in the first phase of the campaign,” says Davenport. “With strong creative, the use of out-of-home media is an impactful way of advertising, and based on the feedback we’ve had to date, the campaign is definitely getting noticed."