Tourism Australia surprises Parisians with Etihad Airways

  • #innovation
  • #OOH
  • #contest  
  • #partnership


Tourism Australia and Etihad Airways, the national airline of the United Arab Emirates, have joined forces to encourage French premium travellers to take advantage of attractive offers to Australia.

Article Onze orchestrated a multi-channel operation, including a differentiated Out of Home campaign in Paris to promote Australia as a unique and upscale destination and position Etihad Airways as the airline of choice for travel to Australia.

Our strategic approach

In addition to a national digital campaign, Article Onze has chosen to attract the interest of a premium Parisian target audience via a fun and original Out Of Home display device.
300 Parisian bus shelters were dressed in the colours of Australia and Etihad Airways for the occasion.

Among them, 3 bus shelters were event-driven to bring to life an innovative competition accessible to all: these special advertising panels were tailor-made and created to be able to distribute coded vouchers to the public. A hostess was present on each bus shelter to animate the mechanics and invite passers-by to join in the competition.

After retrieving their voucher, the participant could go to the tourism board website by flashing the QR code and then enter the code on the coupon and check if they were the winner of a plane ticket for 2 people to Sydney.


A great operation for notoriety and conversion:


branded bus shelters in Paris

2 727

participants to the competition

+68 %

conversion rate for Etihad Airways

The project as seen by the team
Article Onze Tourisme

This special operation was a great success for our target! We loved developing this unique concept and working on the notoriety of the 2 brands as part of this partnership.