Businesses aiming to target locales like Bondi Junction and Bondi Beach need to strategise effectively due to the competitive landscape.
Advance Planning is Crucial
Given the high demand, it is advisable to plan your media buys 12-16 weeks in advance to secure the best placements.
Geographic Coverage
The Eastern Suburbs encompass Bondi Junction, Bondi Beach, Coogee, Clovelly, Dover Heights, Maroubra, Queens Park, Randwick, Rosebay, Vaucluse, Watsons Bay, and Waverley. There’s also some overlap with Alexandria and Zetland, expanding the potential reach.
Media Options and Recommendations
Bus Advertising
- Depots: Two main depots, Waverly and Randwick, serve the area. (Maps of these depots will be included.)
- Formats:
- Metrobacks: These are cost-effective and ideal for those new to Eastern Suburbs advertising. Ads are placed for fixed 28-day periods, emphasising frequency to compensate for smaller ad sizes. They offer a low CPM at $5,000 for a 28-day placement.
- Full Backs: Offering larger advertising space, these are priced higher but provide greater visibility. We recommend a mix of fullbacks and metrobacks for optimal coverage. Packages start at $10,000 for a 28-day period.
Billboard Advertising
Limited but impactful billboard sites along major routes like Darlinghurst and Oxford Street are in high demand. Our relationships allow us to offer discounted rates on these premium spaces.
Street-Level Advertising
- Classic Frames & Street Furniture: Available at select bus stops and retail exteriors for weekly or fortnightly bookings.
- Shopper Digital Panels: Located in major shopping centres like Westfield Bondi Junction, offering a range of formats from classic to digital and experiential.
Rail and Transit Advertising
- Bondi Junction Station: Offers Rail Cross Tracks and Digital Screens with options for static or animated ads in high-traffic areas.
- Trains: Advertising options are available both inside and outside on the Eastern Suburbs/Illawarra Line.
Ferry Advertising
Customisable options include route or entire vessel buyouts, allowing for unique brand presentations.
Experiential Media
Utilise bikes, scooters, human billboards, and other innovative formats like chalk stencils and magnet bombing around Bondi Beach. Additional tactics include distributing coffee cups and coasters in local cafes, restaurants, and pubs.
Digital Streaming
Target specific audiences via connected and catch-up TV services like SBS On Demand and Foxtel, with granular postcode targeting and data overlays.
Additional Venues
Don’t overlook gyms, doctor’s surgeries, and even petrol stations, which now feature advertising screens and even radio ad opportunities.
Summary
In summary, businesses targeting the Eastern Suburbs should leverage a mix of traditional and innovative media strategies to ensure comprehensive coverage and engagement. Early planning and a diverse media mix are key to capturing this lucrative market.
