Vivid Sydney, Kathmandu and Crown take up Instagram carousel ads

Social media network launches its new carousel ads for Australian brands

Lacoste's new Instagram carousel ad campaign
Lacoste's new Instagram carousel ad campaign

Instagram is officially rolling out its new carousel advertising offering in Australia and has signed up Destination NSW, Kathmandu and Crown Resorts as first customers.

Carousel ads were announced earlier this year and allow advertisers to include multiple images within an Instagram post as well as a link to their website that users can swipe through. They become official in Australia from 1 June, the same time as the ads go live in the UK, Canada, Germany, France and Brazil, although several have already launched.

Kathmandu marketing manager, Tim Loftus, said its Australian Carousel ad campaign was inspired by winter, and is using the hashtag, #EmbraceTheCold.

“By showcasing our stunning adventure imagery on this highly creative canvas, we seek to remind everyone that there is no such thing as ‘bad weather’ when you are wearing high quality gear,” he said in a statement.

“Kathmandu is about inspiring travel and adventure. 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 allows us to tell our story in new and engaging ways. The website click-through feature provides a call to action for the audience.”

Crown Resorts chief marketing officer, Christopher Coyne, said his marketing team was growing its social media program as part of efforts to promote a new vision for the business.

“Embracing these cutting-edge opportunities means we are no longer bound by a single story and can showcase multiple truly fantastic Crown experiences that are available to our customers. #Eat #Play #Stay #Relax,” he said.

Globally, brands that have signed up to carousel ads include GMC’s panoramic interior view of the new Sierra, CeaBrasil (Brazil), Fido (Canada) and Lacoste (France).

Instagram rolled out ads on the social media platform to Australian advertisers last October. Early brands to sign up included Tourism Queensland, Ben & Jerry’s, Toyota, McDonald’s, Lenovo, Audi, and Mondelez International’s Vegemite and Philadelphia Cream Cheese brands.

Read more: Tourism NT recruits Instagram trio for new social media campaign

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in