Australian-Media.com.au News

• WIN NBN move to capture summer audience surge

  December 17 2007 1:15pm (UTC+8)  -  Article by Kevin

  Regional TV networks WIN NBN are launching a major new marketing initiative to capture surging audience potentials of between 10 to 20% during the summer.
  
  The move is a first for Australian television, where particularly the Metro stations experience a downturn in viewership during the summer vacation period.
  
  Central to the WIN NBN strategy is the launch of a website featuring localised information from more than 30 regional centres designed to capture both local audiences experiencing a busy holiday season and people on vacation wanting to immerse themselves in attractions, leisure, activities and local events at their holiday destinations.
  
  "This is a unique opportunity where traditional television audiences are turned on their head" said Otto Ablinger, Managing Director for WIN NBN Sales.
  
  "Our audience potentials grow considerably over peak summer with hundreds of thousands of city-based holiday makers arriving in our coverage area and tourism-linked local businesses working at peak levels".
  
  According to 'Tourism Australia' figures Regional markets have an additional 1.9 million visitors during the summer viewing period. This equates to an increase of 33% in visitors over the average for the rest of the year.
  
  "We are moving to capitalise on the distinct marketing opportunity this offers advertisers and we have created packages to link our on-air and online environments to capture people with total leisure time and local people wanting to stay current with local developments" adds Ablinger.
  
  WIN NBN have created a number of national advertising partnerships built around the new summer marketing campaign which have seen an exceptional response from the market.
  
  Ablinger said, "Partners have been eager to align their summer activity with the initiatives we have proposed. It will be driven by a strong programming schedule which in turn will be complemented with the summer web site. Our customers are looking for the opportunity to converge and integrate their on-air schedules with online activity. It is a key focus of WIN NBN Sales Marketing Services division, as it is for all marketers".
  
  The new website, welovesummer.com.au is aimed to be a central online destination for both holiday and local audiences", said Scott Corcoran, General Manager Business Development of WIN NBN Sales.
  
  "The site delivers improved consumer engagement for advertisers who use Regional Television in a traditional way, but are also looking to extend their reach, improve their frequency and deliver multiple touch points beyond the capabilities of just using television advertising in isolation".
  
  Australian-Media.com.au