Kayo Sports has unveiled a bold new out-of-home advertising initiative, illuminating key areas of Sydney’s central business district as part of a striking campaign launched during the Vivid Sydney festival. The campaign harnesses the vibrant energy and visual grandeur of the annual event to highlight the premium 4K viewing experience that Kayo Sports delivers across its wide-ranging sports coverage.
The activation is designed to showcase the platform’s commitment to delivering top-tier live sports content, including AFL, NRL, Formula 1, Netball, and Cricket, all streamed in ultra-sharp 4K resolution. The visuals of the campaign mirror the immersive spectacle of Vivid Sydney, using bold lighting and intense color to evoke the rich detail and lifelike quality that 4K brings to live sports viewing. By drawing a direct connection between the festival’s dazzling light displays and Kayo’s own vivid broadcast capabilities, the campaign seeks to captivate the attention of both festivalgoers and everyday city commuters.
The campaign appears across a series of consecutive QMS advertising panels placed strategically throughout high-traffic zones in Sydney. Prominent locations include Eddy Avenue near Central Station, Taylor Square, and the vicinity of Wynyard Park, ensuring that the message reaches a broad and diverse urban audience. These installations aim to engage more than 3.2 million expected attendees over the course of the festival, making the campaign one of the most visible brand activations of the season.
Tim Dwyer, Kayo Sports Marketing Director, emphasized that Vivid Sydney provides an ideal platform to demonstrate the service’s advanced viewing features. He noted that fans increasingly seek an immersive sports-watching experience, and Kayo’s 4K Ultra HD offering fulfills that demand. According to Dwyer, the campaign not only reflects the service’s premium quality but also exemplifies the brand’s dedication to innovative marketing, seamlessly blending its message with the vibrant cultural environment of the city.
The initiative is the result of collaboration between Kayo Sports’ in-house marketing and media divisions and partners including Foxtel Group’s creative agency Balboa, Mindshare Australia & New Zealand, and QMS. The coordinated effort is intended to go beyond traditional advertising by becoming an integrated part of the Vivid Sydney experience itself.
Subscribers to Kayo Sports can enjoy live and on-demand access to a variety of major sports with uninterrupted action in 4K Ultra HD. The service supports a wide range of streaming devices, allowing fans to watch their favorite teams and events with maximum clarity and convenience, ensuring that not a single moment of the action is missed.
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