Instagram's carousel ads make their way to Australia

Rachael Micallef
By Rachael Micallef | 29 May 2015

Instagram has launched its carousel ads in Australia, with Destination New South Wales (Vivid Sydney), Kathmandu and Crown Resorts, signing up for first run of the service.

The ads, which launched in the US in March, will appear on Australian Instagram feeds on 1 June, and allow brands to have more than one photograph in their ads, with users now able to swipe left and right over an ad to see more than one image.

On its US launch, Instagram said the new ads give brands more “flexibility in telling their stories.”

“One way to look at it is carousel ads bring the potential of multi-page print campaigns to mobile phones – with the added benefit of taking people to a website to learn more,” Instagram said.

Destination New South Wales ad campaign will highlight Sydney tourism, with photographs showing the Vivid Sydney light show at Circular Quay.

Kathmandu's campaign uses the hashtag ,#EmbraceTheCold, which marketing manager Tim Loftus said is to remind consumers that “there is no such thing as 'bad weather' when you are wearing high quality gear”.

“Kathmandu is about inspiring travel and adventure,” Loftus said. “The Instagram carousel allows us to take our audience on a real adventure, showcasing multiple images and links in one ad.

“The format is interactive, and allow us to tell our story in new and engaging ways. The website click-through feature provides a call to action for the audience.”

The Crown Resorts campaign uses the multi-story function to showcase the multiple Crown experiences available to customers: #Eat, # Play, # Stay, # Relax.

Crown Resorts chief marketing officer Christopher Coyne said: “The Instagram ad carousel's launch at an ideal time for Crown as we continue to grow a world-class marketing team to deliver our new vision and bring social meida to the stage as a new leader in our strategy.”

Instagram ads were launched in Australia late last year, with premium brands Ben & Jerry’s, McDonald’s and Vegemite being the first Australian advertisers to launch paid ads on the platform.

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