Bonfire says goodbye to iconic Thomas Street billboard for sharper client targeting

After ten years overlooking Subiaco, Bonfire has stepped away from its long-held Thomas Street billboard OOH location to search for its audience.

Instead of a single static site, Bonfire has launched a new digital out-of-home campaign with placements near key potential clients such as Bankwest, Murdoch University and other major WA-based brands.

Says Clay Cook, CEO at Bonfire: “Thomas Street was a great landmark for us. But performance is in our DNA. We don’t just want to be seen. We want to be seen by the right people, in the right place, at the right time.

“Designed initially to reach commuters heading home from the office, the Thomas St site served its purpose. But with sharper targeting now available through digital channels, it is time to meet new customers in new places.”

Matthew Elshaw, Head of Media Strategy at Bonfire: “We always tell our clients to meet their customers where they are and this is us taking our own advice. The placements we’ve chosen for this campaign are intentional. They’re close to the brands we want to work with and they should cut through in the moments that matter.”

Ten years is a rare run for any single media spot in WA and Cook said he would like to extend their thanks to everyone who worked on the billboard and everyone who has laughed, liked, commented, mentioned or even scoffed at one of the 100-plus billboard messages that went up over the past decade.