oOh!media officially launched Summer at the new Mondrian Hotel on the Gold Coast last week, bringing together agencies and brands from across the country to explore how Australians move, spend, and think differently during the warmer months.
More than 3.3 million Australians hit the road for regional getaways, driving 3.7 million extra petrol station visits and powering an $8 billion day-trip economy, according to Tourism Research Australia. Westpac Data X reveals coastal spending jumps $76 million in summer, with many towns seeing double- and even triple-digit growth. For brands, it’s a value opportunity to engage audiences who are relaxed, receptive and ready to spend.
The travel-focused launch featured a panel of industry leaders: Penny Glasson, CMO of Bundaberg Brewed Drinks; Jodie Teaken, Global Head of Airline Marketing at Qantas; and Dan Edgerton, Director of Data Solutions at Westpac Data X. They shared insights on capturing the Summer mindset and translating movement into measurable outcomes.
Penny Glasson highlighted the power of consistent, strategic OOH investment: “As a brand we mostly advertise over Summer, it’s a big recruitment strategy for us. Last Summer, we increased brand penetration 7% YOY during this period which reinforces the importance of staying active with consumers. Part of Bundaberg Brewed Drinks’ success is that while we’re consistent, we like to tweak what we do each year. For us, It’s evolution, not revolution. Using two major platforms, Out of Home and cricket, is testament to how much we back the channels. We are also looking to allocate more focus to reaching regional consumers given the changing patterns of behaviour during this period.
Dan Edgerton reinforced the scale of the opportunity: “Based on our data, we see a 3% uplift in Victoria and that’s the biggest of all the states. Three per cent doesn’t sound like a lot, but when you contextualise it, it’s over $350 million more than any other state across that period. So, people are shifting their behaviours and how they’re choosing to spend their money.”
Jodie Teaken added a simple but crucial truth: “The best thing you can do is be where your audience is, let audiences tell you where they’re going to be.”
Over the two-day experience, attendees experienced a Great Australian road trip from Brisbane to the Gold Coast, including a pit stop at the iconic Yatala Pie Shop and site tours of oOh!’s Queensland assets, including Pacific Fair, one of the country’s busiest retail centres. The journey gave agencies and brands a firsthand view of high-footfall locations that enable brands to capture audiences in motion.
Unlike channels that scale back during the holidays, oOh! surrounds Australians across airports, highways, regional hubs, beaches, retail precincts, and stadiums, delivering impact at every major Summer moment. With a network that reaches 99% of metro Australians, 85% of regional travellers, and extends across all major Summer destinations, oOh! ensures brands remain visible, relevant, and top of mind.
