In an attempt to generate more publicity in the lead up to the 2018 Commonwealth Games in Melbourne, the Gold Coast 2018 Commonwealth Games Corporation has launched custom designed hot seats in stadiums for sports fans and heated panels for commuters who take the tram in the city.
Fans of Australian rules football have been enjoying custom designed portable and heated seating that gives them the feeling of watching sport on the Gold Coast. Meanwhile, commuters on the way to games can warm themselves with heated out of home panels along the chilly tram platforms, as well as a chance to win a trip for four to see the Commonwealth Games in April 2018.
The campaign, produced by Young and Rubicam Melbourne, aims to show that even though Melbourne may be the sports capital of Australia, its weather leaves a lot to be desired. This campaign gives a taste of what it’s like to enjoy sport in Australia’s favourite holiday destination.
Lara McKay, general manager of communications and marketing at Gold Coast 2018 Commonwealth Games Corporation said: “The Commonwealth Games in 2018 will be a Games like never before as it’s the first to be held in a regional city and one as beautiful as the Gold Coast. This execution takes one of the best aspects of the Gold Coast during winter – the amazing weather – to Melburnians to remind them to grab tickets for next April.
“These tactical executions are really important for us as we know there are different motivations for attending the Games in different markets but with a combination of elite sport, a beautiful destination and a vibrant arts and culture festival there is really is something for everyone.”
Y&R Group: 'Melbourne prepares for the 2018 Commonwealth Games'
