Lions tickets go on sale to the general public tomorrow. I saw this bus shelter advertisment at East Roseville on my way to the Northern Beaches today. Saw another at Frenches Forest. I turned the car around and stopped and took this photo. Sorry for the quality of the photo.
OK, what is wrong with this advert (apart from the reflection)? It is a very poorly executed ad for outdoor media. This is what it looks like when you are stopped in traffic next to it.
Can you tell it's an advert for the Lions tour? Can you read any of the details? Now imagine all those cars driving past it at 70km/hr. I don't think they'll get many ticket sales based on bus shelter promotion. Perhaps a handful of people who queue up there each morning.
The advert itself would be fine in print media, but it is totally useless in outdoor media. Either the ARU were being cheap and told their creative agency to just resize a print media ad for the bus shelter or the creative agency is totally clueless with it comes to the appropriateness of various media.
ARU, if you want to sell tickets for the tour I hope your other promotional strategies are better executed. I like the TV Commercial (TVC), but the bus shelter execution gets a big fat zero.