Our primary objective was to drive awareness and convert weekend partygoers into active purchasers. We launched the campaign with a series of high-impact OOH posters highlighting the pass’s core benefits. 

Messaging addressed everything from tired feet to saving money. We used vibrant artwork and hand-drawn illustrations to delivered our message with a fun, playful edge. 

Our street posters were placed in high-foot-traffic areas near Courtenay Place. To catch people at the point of entry, we also positioned giant, vinyl-protected artwork at the front of each bar's queues