Special Event Advertising | Using Out-of-Home To Promote Your Event

In Australia, promoting your upcoming special event on roadside billboards or within regional airports can be a seriously rewarding advertising channel to find, engage and convert attendees for any style of event.


If the first image that comes to mind when you think of outdoor advertising is a big billboard along a highway, you might be interested to know that Out-of-Home (OOH) advertising is much more than this. It also includes airport advertising, which can give you innovative opportunities to promote your special event anywhere in Australia, whether it’s a gala ball, charity event, conference, seminar or another corporate event.

OOH is well-researched

According to Arbitron National, 58% of people aged 18+ years learn about events they are interested in by seeing it on a billboard. Also, after partnering with trusted research firms Kantar and Accenture, Facebook recently released an independent report which showed that coupling OOH with digital advertising can increase campaign efficiency by 15%. It worked especially well for food and beverage brands, particularly among Millennial and Gen Y customers!

“58% of event marketing participants purchased the marketed product after the event, and 86% of these consumers became regular customers.” – 2012 study from the Event Marketing Institute.


Since outdoor advertising is quite literally part of our daily physical external environment, viewers cannot simply turn it off like television and radio. This means that outdoor advertising campaigns have greater impact on customers over a longer period of time.


OOH signs are generally large in format and have a commanding presence. The best brand campaigns tend to contain just one key message, are creative and expressive. Grabbing the attention of people who might be interested in your event is easy with our larger-than-life digital and static billboards, wall wraps and other OOH formats. Bishopp has locations across Australia and New Zealand, which gives you lots of options to choose from, depending on where your event is being held.

Special event marketing Australia


The Outdoor Media Association performed a study and found that outdoor advertising delivers a higher return on investment compared to all other media categories, and the higher the budget spent on outdoor advertising, the larger the ROI that was generated.


Location is seriously important when it comes to outdoor advertising, because it impacts across all stages of the customer’s path-to-purchase. Research collected by the UK’s Outdoor Media Centre (OMC) shows that outdoor advertising is the medium most frequently seen by shoppers in ‘the last window of influence’ before they make an actual purchase. This means that OOH is influential in helping customers decide what to buy, and this includes event tickets!


With access to 20 airports and 2,500+ advertising opportunities including roadside billboards around Australia, Bishopp can work with you to build a fresh, creative approach to reach potential attendees for your event.

We recently promoted the Dance for Daniel Gala Ball (Daniel Morcombe Foundation) in Townsville, and the event sold out in just a couple of weeks. If you’re interested in learning more about how outdoor advertising can help sell tickets to your next event, contact us for a chat.