Contobox and Air Canada launch first-to-market 360° video campaign

Air Canada, Contobox and Mindshare launch first-to-market 360° video in rich media cross-platform ad unit.

Contobox, an award-winning rich media platform by Crucial Interactive became the go-to ad unit for Mindshare, Air Canada, Tourism Australia and Tourism and Events Queensland to showcase their stunning 360° Brisbane campaign in a first-to-market for 360° video utilizing mobile gyroscopes in display ad units.


“We wanted to give viewers a more immersive look at Queensland’s amazing destinations and experiences. They can see the phenomenal view from SkyPoint Climb, dive into Vlasoff Cay and swim in the Great Barrier Reef, soar over Whitehaven Beach or go for a sunset surf along the Gold Coast.” Jane Whitehead, Vice President, Americas, International Americas , Tourism Australia.


A recent E-Marketer’s report on virtual reality show’s 6.5 million worldwide users of VR devices 2016, while the scale for VR is likely much higher with Canada in the top 20 for smart phone usage. An excellent gateway to 360 video and VR usage.


“With a goal of attracting attention from leisure travelers, we wanted to deliver an immersive experience to create that excitement and desire to visit Brisbane. There currently is no other Canadian carrier that offers nonstop flights from Canada to Brisbane year-round, so alongside Tourism Australia and Tourism and Events Queensland, it presented an opportunity to launch an integrated campaign announcing a new nonstop service to Brisbane.” Selma Filali, Director, Marketing Communications, Air Canada.


“We worked closely with our friends at Mindshare and Air Canada to provide a seamless, custom experience to inspire travellers with,” said Brad Alles, GM, SVP Sales, Crucial Interactive. “With so much interest in VR content, it definitely felt like the perfect opportunity to stretch the capabilities of our Contobox technology.”   


“There’s certainly a growing demand for such an innately interactive format like VR, other brands have launched their own VR content recently, but distribution is limited to YouTube, We wanted to scale the experience through ads, and Contobox provided the perfect platform. This allowed for us to drive impact and optimize on quality engagements.” Paul Linley, Sr. Digital Manager, Mindshare.


The campaign, which is viewable across IAB standard ad display, seeks to inspire and engage experienced travellers to consider a trip to beautiful Brisbane, in partnership with Tourism Australia and Tourism and Events Queensland, Mindshare and Crucial Interactive.