Holiday goers leaving Melbourne are being reminded to check Fire Danger Ratings (FDRs) to ensure they are fire safe and ready as they head out of the city and into regional Victoria.
As part of the annual Victorian Fire Season campaign, the Victorian Government’s (Vic Gov) latest outdoor campaign harnesses the dynamic capability of digital outdoor exclusively across QMS’ high impact digital billboards.
Broadcasting live FDRs and corresponding safety messages, the campaign ensures holidaymakers are prepared for all situations as they travel to the popular beachside areas of the Mornington and Bellarine Peninsulas, and regional Victoria.
Mediacom’s planning director Fiona Williams said Vic Gov’s new outdoor campaign was designed to raise fire awareness for all Melbournians but to also specifically target those travelling to alert them to the need to check and monitor fire conditions daily over summer.
Williams said “The Mornington and Bellarine Peninsulas are spectacular this time of year and attract thousands of holidaymakers during Summer. Using the dynamic capability of QMS’ digital billboards, we are able to maximise the reach of those travelling with relevant information to raise awareness of fire danger in holiday areas where tourists may not be as prepared as normal.”
QMS chief marketing officer Sara Lappage said the new Fire Danger Rating billboards by the Victorian Government is a simple but clever use of Digital Out of Home (DOOH) to act as intelligent notice boards delivering crucial information at scale.
“What Vic Gov has done with their creative agency Wunderman Thompson, is a clever but simple way to harness the dynamic capability of our digital locations to connect, engage and inform holiday makers with live fire danger ratings and advice. Not only does the campaign help to raise awareness of the fire danger rating, it also encourages regular checking of the warning to ultimately help minimise danger and prevent serious injury or harm from fires in the future.”
Lappage added: “This is a great example of client, creative, media agency and media provider working together to maximise the capabilities of the medium to deliver immediacy and relevancy of messaging.”
The Vic Gov Fire Danger Rating outdoor campaign will deliver multiple creatives including:
• Low / Moderate to High – “Check the Fire Danger Rating for your destination before travelling.”
• Very High to Severe – “Fires can spread quickly in today’s conditions. Check the Fire Danger Rating before travelling.”
• Extreme to Code Red – “If a fire starts today, it will be fast moving and unpredictable. Avoid bush and grassland areas.”
Vic Gov’s dynamic Fire Danger Rating Billboards locations include:
• Westgate Freeway – South Melbourne
• Tullamarine Freeway – Essendon Airport
• Peninsula Link – Carrum Downs