uda Tourism launches 3D digital home in New York //

Bermuda Tourism Authority is testing 3D Digital Out-of-Home (DOOH) technology in Times Square to make it stand out in the most crowded and brightest places on the planet. This will help launch their new campaign “Lost Yet Found.”

OUTFRONT Media created the 3D execution for their Times Square inventory. It includes a variety of pop-out elements. The street view shows a billowy sailboat, daring cliff diver and floppy whale tail. 3D-rendered letters also show where northerners can find warm adventures — Bermuda.

Seasonal push. This fall, the new campaign “Lost Yet Found” began in New York, Toronto, and Miami. These are primary markets as well as secondary markets like Dallas, Vancouver, and Atlanta. The mix includes video, social media, and other digital channels, as well as those that are out-of-home. Proverb, a Boston-based agency, created the campaign. Additional creative duties were performed by Burnt House Productions (an agency based in Bermuda).

Jamari Douglas, vice-president of marketing, PR, and communications at Bermuda Tourism Authority, stated that “we want travelers to discover things about the island, they haven’t necessarily seen or heard about.”

Useful DOOH. The eye-catching graphics of the Times Square advertisement are meant to make busy New Yorkers stop and take note. However, there are important calls for action. This ad is not a single-use advertisement. It’s part of an ongoing journey.

The 15-second video features a QR code that is displayed above McDonald’s on Broadway. GoToBermuda.com is a dedicated website that provides information about Bermuda’s attractions. The ad closes with the most popular selling point for New Yorkers, who are often short on time. Bermuda is only 90 minutes from JFK.

Douglas stated, “We wanted Bermuda to be a viable destination with proximity messages, but also show the island and not necessarily talk about it or show it in another way.”

Everyone knows about Bermuda’s beaches. The campaign’s goal was to increase awareness of other activities. Douglas explained that 3D DOOH in New York was chosen by the advertiser to tell this unique story.

Why do we care? The pace of DOOH transformations has increased since the pandemic. Programmatic DOOH has made it easier for media planners to incorporate this medium into multi-channel campaigns than ever before.

Deeper: Digital out-of home is complemented by programmatic

Out-of-home advertising has another advantage: they can be their own attraction. They can become a focal point or event that generates buzz. Other DOOH placements in New York support the Bermuda 3D ad. The advertiser hopes that social sharing will bring the advertisement to more people than just the Times Square pedestrian traffic.

Brands are breaking into 3D DOOH. Bermuda Tourism Authority wanted to showcase their creativity by being the first destination to launch this type of 3D advertising. They wanted to test this new concept using data.

XLabs is a dedicated group at OUTFRONT that has been charged with innovating DOOH after a pandemic lockdown.

Jodi Senese, OUTFRONT’s Chief Market Officer, stated that there was a lot of backchannel work as well as a digital build out. “We have been able to accelerate this in the past couple of years as people are more socially connected. Social media and out-of home are great companions.

DOOH also responds to and measures behavioral changes since the pandemic. Senese stated that QR codes were becoming more popular after people started using them for everyday tasks, such as ordering restaurant menus.

“DOOH ads allow us to have new conversations redirected via other channels,” stated Chad Shackelford, XLabs VP and head of digital creative at XLabs. “We are not only enticing them, but we’re also winning their hearts. We’re only scratching the surface of new levels interactivity.

Weather will trigger DOOH creative for the Bermuda campaign. The test will also include other triggers that can be activated in real time based on context relevance.

Travelers are discovering more about a destination that they didn’t know, but Bermuda’s campaign will learn from what gets attention online and on the streets.

The post Bermuda Tourism launches 3D Digital Out-of-Home in New York was first published on MarTech.