Outdoor advertising company JCDecaux has thrown its support behind the Australian Open by installing giant sweatbands across several of its large-scale Melbourne Citylight signs.
In a tribute to the iconic Australian sporting event, the sweatband panels will be displayed in the lead-up and throughout the tournament at four locations in Melbourne, including two at Southern Cross Station, one at the busy corner of Flinders and Swanston streets, and one at Batman Avenue, close to the Open’s Melbourne Park hub.
JCDecaux head of creative solutions Ashley Taylor says the installation was created to be memorable and play directly into the "personality" of the tournament.
"We’ve placed the panels in high foot traffic areas in Melbourne’s CBD to ensure they receive maximum exposure and we’re really encouraging sports fans to come and check them out - it’s a great photo opportunity," Taylor says.
The sweatbands, which are made of towelling material with the Australian Open logo embroidered on them, have been attached to Australian Open ads via custom clamping, designed to keep them in place for the entirety of the campaign and not obscure the panels.
They have also been weather-proofed.
“The Australian Open is known globally as the ‘happy slam’ and we wanted to find a way to demonstrate our playful personality to everyone in the city of Melbourne," Tennis Australia chief marketing and insights officer Josie Brown says.
"We hope this fun outdoor installation raises a smile and encourages people to get involved in the summer of tennis.”
Zenith handled all media for the work.
The panels will be on display until February 4.
On Monday, the Australian Open kicked off with a metro audience of 634,000 and a combined metro and regional number of 864,000.
The physical audience in Melbourne is running high with 42,243 on Monday during the day and 58,637 on Tuesday
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