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

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in