A few things have been happening to the payphones in the Melbourne CBD. The first is a change to their colours: from the standard Telstra corporate orange to their new ‘Life in Full Colour‘ branding.
The second is realigning them so that the advertising panels are more visible to passing traffic. Before – a pair of payphones located at a 90 degrees angle to Collins Street (near Queen Street):
After – facing the same way as oncoming traffic.
For the past decade Telstra have had to deal with a massive decline in payphone usage around Australia, and have now turned to outdoor advertising to make up the shortfall, as this 2007 article from The Age writes:
Adverts to save phone booths
March 22, 2007
Superman’s preferred changeroom, the humble payphone booth, is becoming increasingly scarce, with many being removed due to low use or vandalism. But Telstra says it may have come up with an innovative way of saving them.
The telco has announced 2,000 specially designed payphone cabinets would be available Australia-wide to carry advertising, in a bid to boost revenue. Telstra consumer channels and marketing payphones director Sean Pyper said payphone use was declining due to the increased use of mobile phones.
Mr Pyper said trials had resulted in advertiser recall rates greater than 80 per cent, which was “quite outstanding”. He said growth in outdoor furniture advertising was about 10 per cent a year.
Telstra’s new payphones, to be managed by AdBooth Pty Ltd, will feature full-length enclosed panels on the rear of the cabinets.
Mr Pyper said they would be in high-traffic, high-profile locations across the capital cities and several regional centres, including Wollongong, Newcastle, the Sunshine Coast and Gold Coast.
I wonder what other ways Telstra will come up with to fit more advertising in the streets?