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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.

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.

Video 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

Duration

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

URL's, Tracking & QR Codes

A landing page URL is required with each ad. We add UTM tracking parameters to this URL within the QR code so you can measure real engagement from screen to site — turning onboard exposure into trackable visits in your own analytics.

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 at here.

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, and regional attractions. Food, beverage, and 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.

Creative Guidelines

All onboard 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 environment. Closed captioning is preferred where text is essential to understanding the message.