Bauer Media is creating moments of escape with the 19 Beaches Mag Moments airstream bus tour featuring commercial partner Olay Whips.
The brand activation, amplified by cross-platform activity, will see Bauer’s most-loved brands visit 19 beaches across New South Wales, Victoria and Queensland in January to help people unplug and enhance their beach escape this summer.
The 19 Beaches Mag Moments Tour will travel the East Coast in an Airstream Bus, giving beachgoers the chance to sample Olay Whips, as well as win prizes such as the latest magazines and branded merchandise from some of Australia’s favourite magazine brands including, The Australian Women’s Weekly, Woman’s Day, NW, OK!, ELLE, Harper’s BAZAAR, real living, Australian House & Garden, Country Style, Inside Out and Australian Gourmet Traveller.
The silver and pink branded airstream and Landcruiser will travel the coast as a moving billboard and make people stop in their tracks to encourage them to take a ‘mag moment’ this summer and start their year right.
Louise Cankett Marketing Director, Bauer Media, said: “We know that magazine sales rise by up to 15 per cent in warmer months as consumers choose to unplug with a magazine in their downtime. With a movement to balance screen time, we wanted to reconnect with readers and introduce new people to the joy and escape that comes from reading a magazine. Visiting iconic holiday beaches this summer was the perfect way to do so.”
Sabrina Ayala Mayorca, Olay Marketing Manager, said: “We are finally bringing North America’s #1 new product of 2018 to Australia: Olay Whips! With research showing that skin can get oilier during Summer, this is the perfect time for Aussies to try this ground-breaking new formula. We are delighted to partner with Australia’s most loved magazine brands on this exciting summer initiative.”
Marketing support will include a 15” TVC, print ads, eDMs, display and social across Now To Love and POS in major retail outlets in key tour locations.
The 19 Beaches Roadshow will visit the following locations in January:
- Brighton – 5 January 2019
- Elwood – 5 January 2019
- St Kilda – 6 January 2019
- Port Melbourne – 6 January 2019
- Jervis Bay Plantation Point – 8 January 2019
- Callala Beach – 8 January 2018
- North Wollongong – 9 January 2019
- Cronulla – 9 January 2019
- Bondi – 10 January 2019
- Newport – 11 January 2019
- Palm Beach- 11 January 2019
- Maroubra – 12 January 2019
- Coogee – 12 January 2019
- Brunswick Heads – 14 January 2019
- Cudgen Headland, Kingscliff- 14 January 2019
- Palm Beach – 15 January 2019
- Burleigh Heads – 15 January 2019
- Kurrawa – 16 January 2019
- Southport – 16 January 2019
Olay Whips will officially launch in Australia in February 2019.