The 12m by 3m billboard has had to be especially built and will be guarded 24 hours a day to protect the prize – which could be worth significantly more than the $10,000 to the winner, according to the OMA.

Helen Willoughby, CEO of the OMA says, “Outdoor advertising at its best is truly an event which draws an audience. We wanted our first prize to create a similar buzz.”

The billboard, featuring the Outdoor Awards’ golden pigeon logo made from the scratchies, directs people to the Outdoor Awards website which provides entry information across a number of categories – as well as imagery of the billboard itself.

The ultimate deadline for entries will be the end of April – but the prize has been announced now to allow creative teams the chance to have their latest work appear and become eligible.

In addition to the financial first prize, winners will receive a Golden Pigeon statue, the awards are free to enter – and cover categories from financial to travel.

Willoughby continues, “To launch the Outdoor Awards without creating an exciting and original outdoor campaign of our own would be a missed opportunity. We started by driving a billboard truck around Australia – and now we have unveiled our first prize.”

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