Everything you need to prepare your creative for the Bluebridge onboard network. Ads are required in both landscape and portrait, with space for a QR code, and must meet the video specifications below. If anything's unclear, get in touch - we're happy to help.
Both a landscape and a portrait version of your ad are required, as the network includes screens in both orientations. The two formats are the same ad in different dimensions and count as a single upload.
Video Specifications
Specification
Requirement
File Format
MP4 (H.264 codec)
Resolution (Pixels)
3840x2160 (Landscape) / 2160x3840 (Portrait)
Aspect Ratio
16:9 / 9:16
Frame rate
60
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.
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.
Screen Formats & QR Placement
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 via the online submission form at eyemagnetmedia.com.
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.
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