Dream destinations determined by eye-tracking technology


We may think we know what our dream holiday destinations are, but to what extent do we really know, and how truthful are we about where we want to travel?While we may seem to favour Tokyo to look cool and interesting, secretly an all-inclusive resort in the Costa Del Sol could be more attractive.

Whether seeking culture or relaxation, this time of year is the busiest for booking holidays and travel operators are pulling out all the stops to bring people the best offers.

To promote its best deals and help its customers learn where their heart really lies when it comes to holidays, travel operator Jetstar teamed up with JCDecaux in Australia on a truly pioneering out-of-home campaign.

In an Australian first of its kind, advertising panels featured immersive technology to track the eye movements of passersby and identify which destination drew their gaze.

JcDecaux eye tracking 1

Situated at Melbourne’s Southern Cross Station and on George Street, Sydney, the JCDecaux Innovate panels featured a range of travel hotspots from Jetstar’s Holiday Sale, including Honolulu, Ho Chi Minh City, Gold Coast and Perth.

People naturally looked at their favourite location and the smart eye-tracking technology registered the movement of their eyes. From this the ad was cleverly able to determine the exact area people were looking at and then deliver a message relevant to their gaze.

JcDecaux eye tracking 3

Much to the surprise and delight of the participants the panels either provided the sale price for that destination or, even more excitingly, a generous Gift Card to help shake off those winter blues.

JCDecaux Head of Creative Solutions, Ashley Taylor, said: “Our eye tracking capabilities allowed the panels to interact with passers-by by featuring their dream destination in a beautiful, high-resolution execution that makes it desirable and a Jetstar airfare offer that makes it a must-do.”

At a time when people naturally turn their attention to booking their summer getaways, Jetstar and JCDecaux have delivered a timely, relevant and truly memorable experiential campaign – putting Jetstar front of mind for consumers booking their holidays.

Out-of-home panel ads that lack imagination and creativity can fade into the background, diminishing the impact of the brand message. To give your brand that all-important stand out, a unique and innovative approach is key.

Australia has been home to some inspiring out-of-home brand experiences that use advertising panels in new and interesting ways. JCDecaux previously teamed up with Australian Football League and Virgin Australia to challenge footy fans with panels transformed into an interactive ticket booth.

And La Trobe University set out to raise awareness of Parkinson’s disease with engaging advertising panels that encouraged commuters to dance at Melbourne train station.

Author bio


A proud Kiwi, living in Sydney with my English husband and two Aussie kids. An avid fan of music festivals, and keen ocean swimmer; I relish connecting talented people, and seeing the magical results they create for clients.