{"id":21408,"date":"2022-12-06T18:56:44","date_gmt":"2022-12-06T18:56:44","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/bermuda-tourism-launches-3d-digital-out-of-home-in-new-york\/"},"modified":"2022-12-06T18:56:44","modified_gmt":"2022-12-06T18:56:44","slug":"bermuda-tourism-launches-3d-digital-out-of-home-in-new-york","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/bermuda-tourism-launches-3d-digital-out-of-home-in-new-york\/","title":{"rendered":"Bermuda Tourism launches 3D digital out-of-home in New York"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" alt=\"\" class=\"wp-image-356685\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-800x450.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-600x338.jpg 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-768x432.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-1536x864.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-150x84.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad.jpg 1920w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-800x450.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-800x450.jpg\" loading=\"lazy\" alt=\"\" class=\"wp-image-356685\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-800x450.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-600x338.jpg 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-768x432.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-1536x864.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad-150x84.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/Bermuda-3D-dooh-ad.jpg 1920w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption>Bermuda Tourism Authority 3D DOOH ad in New York\u2019s Times Square. Image:  OUTFRONT Media.<\/figcaption><\/figure>\n<p>Bermuda Tourism Authority is testing 3D digital out-of-home (DOOH) technology to stand out in one of the busiest, brightest locations on the planet \u2014 Times Square \u2014 to launch their new campaign, \u201cLost Yet Found.\u201d<\/p>\n<p>The 3D execution, developed by OUTFRONT Media for their premium Times Square inventory, includes a number of pop-out elements on the giant screen. Onlookers from the street are shown a billowy sail boat, daring cliff diver, floppy whale\u2019s tail and 3D-rendered lettering spelling out where shivering northerners can find these warm adventures \u2014 Bermuda.<\/p>\n<p><strong>Seasonal push.<\/strong> The new campaign, \u201cLost Yet Found,\u201d began rolling out this fall in New York, Toronto and Miami, which are primary markets, as well as secondary markets such as Dallas, Vancouver and Atlanta. Video, social media and other digital channels are in the mix, as well as out-of-home. The campaign was created by Boston-based agency Proverb, with additional creative duties carried out by Burnt House Productions, an agency based in Bermuda.<\/p>\n<p>\u201cWe want travelers to learn things about the island they haven\u2019t necessarily seen or heard about,\u201d said Jamari Douglas, vice president of marketing, PR and communications for Bermuda Tourism Authority.<\/p>\n<p><strong>Actionable DOOH.<\/strong> While the eye-catching graphics in the Times Square ad are intended to make busy New Yorkers stop in their tracks, and maybe take out their phones, record and share out the spectacle, there are also important calls to action. The ad isn\u2019t a one-off, it\u2019s part of a journey.<\/p>\n<p>The video is accompanied by a QR code throughout the 15-second ad, which is in regular rotation above McDonald\u2019s on Broadway. Viewers are encouraged to learn more about all of Bermuda\u2019s attractions by going to the dedicated website, GoToBermuda.com. The ad also closes with one of the best selling points for New Yorkers who are short on time. Bermuda is a 90-minute flight from JFK.<\/p>\n<p>\u201cWe wanted to showcase Bermuda as a viable destination with a proximity message, but also show what\u2019s on the island and not necessarily talked about, or show it in a different way,\u201d Douglas said.<\/p>\n<p>Everybody knows about Bermuda\u2019s beaches, so the aim of the campaign was to highlight other activities to boost even more interest. And the advertiser chose 3D DOOH in New York as an innovative way to tell this unheard of story, Douglas explained.<\/p>\n<p><strong>Why we care.<\/strong> DOOH transformation has accelerated since the pandemic. The adoption of programmatic DOOH allows media planners to integrate this medium into the mix of a multi-channel campaign much more easily than in the old days when ad schedules were lined up on spreadsheets.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a href=\"https:\/\/martech.org\/digital-out-of-home-branches-out-with-programmatic\/\"><strong><em>Digital out-of-home branches out with programmatic<\/em><\/strong><\/a><\/p>\n<p>One other advantage to out-of-home ads is that they can become their own attraction. They aren\u2019t just part of a campaign, they can be an event or focal point that generates buzz. The Bermuda 3D ad in New York is supported by other DOOH placements throughout the city. And the advertiser expects that as a result of social sharing, many more digital users will be exposed to the ad beyond the in-person Times Square foot traffic and cab riders.<\/p>\n<p><strong>Brands breaking into 3D DOOH.<\/strong> Bermuda Tourism Authority also wanted to show their creativity by being first-to-market as the first travel destination to launch this kind of 3D ad. And since this is breaking new ground, they wanted the test to be data-driven.<\/p>\n<p>OUTFRONT\u2019s dedicated group, XLabs, is tasked with innovating DOOH as the world opens up after pandemic lockdowns.<\/p>\n<p>\u201cThere was been a lot of backchannel work and a digital build-out,\u201d said OUTFRONT\u2019s Chief Marketing Officer, Jodi Senese. \u201cWe fast-tracked this over the last couple years, while people have gotten more socially engaged. The convergence of those two \u2014 social media and out-of-home \u2014 are tremendous bedfellows.\u201d<\/p>\n<p>DOOH is also responding to, and measuring, behavioral changes seen since the pandemic. For instance, people were beginning to use QR codes more once they began using them for common tasks like restaurant menus, Senese said.<\/p>\n<p>\u201cDOOH ads are allowing us to have new conversations redirected from other channels,\u201d explained XLabs VP, head of digital creative Chad Shackelford. \u201cWe\u2019re not just bowling them over but really enticing them. And we\u2019re just scratching the surface with new levels of interactivity.\u201d<\/p>\n<p>DOOH creative in the Bermuda campaign will be triggered by weather, for instance. But part of the test with this new campaign will be other live triggers in real-time based on contextual relevance.<\/p>\n<p>While travelers are learning more about a destination they thought they knew, Bermuda\u2019s campaign will be learning from what gains attention online and out on the street.<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" loading=\"lazy\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About The Author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Chris Wood\" width=\"140\" height=\"140\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/01\/Chris-Wood-1-338x338.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/01\/Chris-Wood-1-338x338.jpg\" loading=\"lazy\" alt=\"Chris Wood\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/bermuda-tourism-launches-3d-digital-out-of-home-in-new-york\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cwtech4&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cwtech4&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\t\t\tChris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country&#8217;s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on &#8220;innovation theater&#8221; at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/bermuda-tourism-launches-3d-digital-out-of-home-in-new-york\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bermuda Tourism Authority 3D DOOH ad in New York\u2019s Times Square. Image: OUTFRONT Media. Bermuda Tourism Authority is testing 3D digital out-of-home (DOOH) technology to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":21409,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-21408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bermuda Tourism launches 3D digital out-of-home in New York - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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