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).
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
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