Around Australia in 360 Degrees


Crucial Interactive


(Toronto, ON) June 8, 2016 – 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.


– 30 –


Crucial Interactive is a digital media and technology company, specializing in innovative advertising and audience engagement. Crucial Interactive exclusively represents premium publishers such as POPSUGAR, ShopStyle, Allrecipes, ESPN, TMZ and Everyday Health.  

Crucial Interactive offers advertisers and agencies the opportunity to reach their audience in a programmatic environment via Crucial PX. Most of the sites are exclusive to Crucial PX - making this the only way to access them programmatically.

Contobox is Crucial Interactive’s cloud based advertising platform that powers HTML5 rich media ads. Contobox delivers ads in IAB standard and native formats. It is cross-platform making it perfect for desktop or the mobile web.

About Mindshare Canada

 Mindshare Canada is a leading media agency in Canada, headquartered in Toronto. The company's success can be attested through its strong national and global clients including Air Canada, Kimberly-Clark, Unilever, American Express, Manulife, Tim Hortons, Mazda, Ford and more.

Mindshare is a global media agency network with more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group. 

Visit us at Mindshareworld.com/Canada or MindshareInTheLoop.com and follow us on Twitter @MindshareCanada and facebook.com/MindshareCanada.

About Air Canada

Air Canada is Canada's largest domestic and international airline serving more than 200 airports on six continents.  Canada's flag carrier is among the 20 largest airlines in the world and in 2015 served more than 41 million customers.  Air Canada provides scheduled passenger service directly to 64 airports in Canada, 55 in the United States and 87 in Europe, the Middle East, Africa, Asia, Australia, the Caribbean, Mexico, Central America and South America. Air Canada is a founding member of Star Alliance, the world's most comprehensive air transportation network serving 1,321 airports in 193 countries.  Air Canada is the only international network carrier in North America to receive a Four-Star ranking according to independent U.K. research firm Skytrax.  For more information, please visit: www.aircanada.com, follow @AirCanada on Twitter and join Air Canada on Facebook.

Follow us on Twitter: @CrucialInter

View 360° Mobile Demo here


Media Contact:


Nicolas Di Lollo

Crucial Interactive

Manager, Marketing




Jannie Densing