Experience Gold Coast used a fully wrapped bus on the Gold Coast to promote Blues on Broadbeach ahead of May 2026, turning transit advertising into a live brand activation. From transporting superfans and artists to featuring in a live Today Show cross, the campaign showed how out-of-home media can extend into earned media and live event moments.
Blues on Broadbeach bus activation puts transit advertising in the spotlight
Experience Gold Coast used a fully wrapped bus on the Gold Coast to promote Blues on Broadbeach ahead of the festival in May 2026, creating a campaign that combined transit advertising, live media, and audience engagement in one activation.
The campaign was designed to do more than build awareness. The wrapped bus became part of the event experience itself, showing how a branded vehicle can support both promotion and on-the-ground activation.
A wrapped bus that became part of the event
As part of the activation, the bus transported Blues on Broadbeach superfans along with artists performing at the festival. This created a direct connection between the festival brand and its audience, turning the vehicle into more than a moving advertisement.
The activation then moved into a broadcast setting, with the bus used as the backdrop for a live cross on the Today Show. During the segment, Ash Grunwald and Cass Eager performed live in front of the bus, helping extend the campaign beyond the street and into a national media moment.
The morning also included a media call and a live performance in front of the bus, adding another layer of visibility for the festival and reinforcing the strength of the creative execution.
Cross media advertising: TV x Out of Home
This activation is a strong example of how cross media advertising can work in practice. By combining a bus wrap with a live television appearance, Experience Gold Coast was able to bring together TV and out-of-home advertising in a way that felt integrated and event-led.
The presence of Gold Coast Mayor Tom Tate, who came to see the bus and artists, added further profile to the activation and highlighted its significance as a promotional moment for the region.
For brands and destinations, this kind of campaign shows the value of using a wrapped bus as both a high-impact advertising format and a practical event asset. It can carry the message through the city, transport guests or talent, and provide a strong branded backdrop for performances, media calls, and broadcast opportunities.
Delivered through collaboration
The activation was organised by Melissa Leddin, GoTransit Sales Director, with Brooke Hindmarsh and Ashleigh Kolterman. GoTransit worked with Jo Wormald, Media & PR Manager at Experience Gold Coast, to bring the campaign to life.
9News Gold Coast Story: The History of Blues on Broadbeach
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