Media Owner: JCDecaux
JCDecaux and Emirates have launched an outdoor campaign. They have used specially designed flower boxes featuring fresh flowers to promote their new route to Amsterdam.
At selected Citylight panels in Sydney and Melbourne, JCDecaux Innovate has custom built flower boxes filled with fresh tulips.
Emirates’ campaign objective is to announce the launch of Emirates’ new Amsterdam route in May, increasing their number of European destinations to 25, a key differentiator for Emirates in the Australian market.
Tulips were chosen for the flower box, as Holland and Amsterdam are famous for their global trade in flowers, and the tulip is synonymous with Amsterdam.
The flower boxes, containing the fresh tulips, are built into the Citylight panel and encased in a white picket fence. Passers by are invited to help themselves to the tulips. The flower boxes are refilled several times a day.