Melbourne’s popular tram journey from the city to St Kilda has been transformed into Middle-earth as Prime Video celebrates the release of the upcoming series The Lord of the Rings: The Rings of Power on September 2.
Tolkien fans will be able to delve even deeper into this series adaptation and journey to Middle-earth in a tram shelter immersion experience brought to life by Prime Video, Mediabrands Content Studio, Rufus powered by Initiative and JCDecaux.
Hushidar Kharas, head of Prime Video Australia & New Zealand, said: “The Lord of The Rings: The Rings of Power is the epic story of J.R.R. Tolkien Second Age, following an ensemble cast of characters in a world beloved by many. We want to invite commuters in Melbourne to experience a journey through Middle-earth on the Melbourne trams before they dive in to the new series."
Max Eburne, chief commercial officer of JCDecaux, said: “Collaborating with our partners on this tram activation has been an incredible achievement. The activation provides a captivating experience for audiences enticing them into the new series, as well as delivering incredible reach for Prime Video.”
Sharyn Keller, business director of Rufus powered by Initiative, said: “The opportunity to forge connections between two worlds was brought to life along this iconic Melbourne tram route, bringing new and existing fans along on an immersive journey to Middle-earth.
"The expansiveness of the various formats and the premium, multi-sensory elements of the design have come together to produce an extraordinary encounter for commuters, befitting a series of this magnitude. From conception to launch, it has taken a village, and we’re thrilled that audiences will finally have the chance to experience it.”
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