JCDecaux Australia: Summer research

In the lead up to summer 2011, JCDecaux commissioned a video ethnographer to approach Australians to ask what they love about Sydney in summer. The objective was to demonstrate what Sydney audiences will be doing this summer and the strategic relevance of a strong Out of Home presence for advertisers. Overwhelmingly, Sydneysiders spoke of their love of beach culture, summer nightlife, amazing festivals and cultural experiences- all that makes Sydney the ultimate outdoor city. Project manager of the campaign, Essie Wake, said "We 'own' many affluent beachside and entertainment quarters so we really wanted to get our clients thinking about us as the ultimate summer medium" References: internal sources