Bluebridge Onboard Media | Ad Specifications

Pulse Specifications

Both a landscape and a portrait version of your ad are required, as the network runs screens in both orientations. We need both versions to give your ad full reach across the vessel.

The two formats are the same ad in different dimensions and count as a single upload.
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Still images (JPG, 3840 × 2160 px) are accepted, but video is strongly recommended. Still images display for 15 seconds.

Four women sitting and relaxing in a lounge area with gray chairs and a blue carpet. One woman in a white blouse with lace detail and blue pants is smiling while holding a glass of wine near a window. Another person is holding a green cup in the foreground. Two women in the background are engaged with a phone and smiling, with another woman sitting further back. A TV screen on the wall shows an advertisement for crossing Cook Strait.

Specifications

Specification

Requirement

File Format

MP4 (H.264 codec)

Resolution (Pixels)

3840x2160 (Landscape) / 2160x3840 (Portrait)

Aspect Ratio

16:9 / 9:16

Frame rate

Max file size

250MB

Audio

Not available

QR Code

We add a 350 × 350px QR code, 120px in from the bottom and right edges. Keep that area clear.

Duration

Must match purchased slot (15s, 30s, or 60s) *Custom media available on request

Flux Specifications

Your tile sits in a grid with other advertisers on four screens: one at each terminal and one on each vessel.
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Each screen shows nine Standard Tiles and one Feature Tile. The Standard Tiles are landscape, in a grid three across and three down. The Feature Tile is portrait and runs the full height of the screen, taking up a quarter of it.

You only need one version of your tile, at the size you've booked.

Specifications

Specification

Standard Tile

Feature Tile

Size (pixels)

960 × 720

960 × 2160

Aspect ratio

4:3

4:9

Size on screen*

About 30 × 23 cm

About 30 × 68 cm

File format

MP4 (H.264). Video recommended, JPG accepted

Frame Rate

Length

Video: 30 seconds. Still images show for 30seconds

Max file size

We add a 350 × 350px QR code, 120px in from the bottom and right edges. Keep that area clear.

Screen time

At least 30 seconds in every 90

QR Code

We add a 120 × 120px QR code, 24px in from the bottom and right edges of your tile. Keep that area clear.

Audio

Not available

*Based on our standard 55-inch Flux screens.

URLs, Tracking & QR Codes

A landing page URL is required with each ad and tile. We add UTM tracking parameters to this URL within a QR code, so you can measure real engagement from screen to site in your own analytics.

Every Pulse ad and Flux tile includes a QR code, so passengers can scan straight through to your website. We add the QR code for you. Keep the bottom-right corner clear. Sizes and placement for each arebelow.

Standard parameters applied:

utm_source: bluebridge
utm_medium: dooh
utm_campaign: onboard_MMYYYY

All ads must allow space for a QR code positioned in the bottom-right corner, in both the portrait and landscape versions, to enable engagement tracking. Please allow for 120px from the right and 120px from the bottom of the creative.Custom media durations are available on request.

Still images (JPG, 3840 × 2160 px) are accepted but video is strongly recommended for maximum impact. Still images display for 15 seconds.

A blue and white QR code in the center with measurements around it showing 350 px width and height of the QR code with 120 px spacing on the right and bottom sides.

Submission

Final creative assets must be received 5 business days before the go-live date. Late submissions may be deferred to the next available cycle.

Creative can be submitted online or emailed to hello@eyemagnet.media.

Content Standards

Advertising content displayed on the Bluebridge network should reflect the values of safety, reliability, hospitality, and connection across the Cook Strait. Content should enhance or complement the onboard passenger experience and support a welcoming, inclusive tone appropriate for families and travellers of all ages.

Acceptable content categories
‍Tourism, travel, regional attractions, hospitality, retail, lifestyle, and local business promotions. Accommodation. Public service or environmental initiatives relevant to New Zealand travel. Seasonal and event-based promotions.

Restricted and prohibited content
‍The following content is excluded or subject to case-by-case review:Political, religious, or advocacy advertising. Alcohol, tobacco, vaping, gambling, or adult-oriented material. Competitive ferry or transport operators. Content containing violence, distressing imagery, or unsafe behaviour. Misleading, offensive, or discriminatory language or visuals.

Terms and conditions apply.

Creative Guidelines

All screens operate without audio. Creative should be visually led with clear on-screen messaging. Avoid flashing or strobing effects.

Subtle motion, clear messaging, and calm pacing are encouraged to match the onboard and terminal environment. Closed captioning is preferred where text is essential to understanding the message.

For Flux tiles, a strong visual with clear, bold messaging works best. We recommend video.