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REAL ESTATE GOES 3DRE/MAX of Southern Africa has launched its 3D advertising campaign at three of South Africa's major airports: OR Tambo International Airport, Lanseria International Airport and Cape Town International Airport. RE/MAX is the only South African real estate group which has embarked on an advertising campaign using 3D technology. The campaign, running from 4 May until 16 July, specifically targets inbound travellers to South Africa. It aims to create awareness around the RE/MAX brand in the country along with its service offering and quality guarantee. During the period of the campaign, it is estimated that over 2 million people are expected to pass through the airports. "The airport makes sense for an advertising campaign of this nature," said Adrian Goslett, CEO of RE/MAX of Southern Africa, "especially since the local tourism industry outperformed world trends in 2009 and realised a growth of 3,6% in foreign arrivals with more than 9,9-million foreign arrivals to the country. With the campaign running through the weeks leading up to the Soccer World Cup, there will definitely be an increase in airport traffic - a prime opportunity to showcase our brand." The RE/MAX 3D adverts will be displayed, along with other highly rated international brands including Coca-Cola, Colgate and Visa, on 12 high-definition, 42 inch, 3D Phillips screens strategically placed in both the domestic and international departure areas. Goslett said the 3D technology allows images to fly right out of the screen without the need for 3D glasses. Using a "lenticular" lens, which is similar to grooved plastic pictures that move when flexed, 3D TV sends different signals to each eye which tricks the brain into seeing images float in and out of the screen. These 3D adverts really catch the eye, enabling advertisers to convey key information to their audiences through a visually engaging platform. "This method of advertising is certainly distinctive in today's cluttered media space. It is a perfect match for the RE/MAX brand, which is very much centred on maximising technological advancements," Goslett concluded.
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