Global fashion brand Guess has rolled out a Sydney activation to ramp up brand awareness, featuring a double-decker bus that is rolling into various landmarks in the metropolitan area.
The bus has been fitted out to hold the brand’s latest ranges, complete with a DJ deck space.
Signal Brands Australia – the licensee behind Guess and Rag & Bone in Australia – pulled together the activation, which made a first stop at Carriageworks in Redfern. The bus is making further stops over the next week, including at the overseas Passenger Terminal at Circular Quay on October 3 and Parramatta Square on October 8.
Signal Brands head of marketing Kaman Pamudji said this activation follows a similar, smaller activation in April 2025, which was headed by brand ambassador Georgina Rodríguez.
Pamudji added that this year is bigger and better, driven by interest in out-of-home marketing.
“A lot of the marketing share voice in terms of investment has changed, especially with the digital world,” Pamudji said. “There is still a space for traditional, but it is getting less and less. I think you just have to be quite smart in how you articulate out of home and where you personally see out of home.
“I mean, there is your standard out of home. You've got your bus shelters, you've got your standard campaign ad, and that does great from a branding exercise. But for us, we want to make this like a mobile billboard.”
Out-of-home advertising and marketing has been ramping up in Australia. A report by Australia’s Outdoor Media Association shows that net media revenue for the OOH industry increased by 3.15 per cent to $406.3 million for the fourth quarter of 2025 compared to the same quarter last year.
Promoting denim forms a key part of the bus activation by Guess. The bus will include a curated range of new season denim and fashion, alongside exclusive previews of upcoming collections. Visitors can board the bus to view this.
The activation will also include complimentary gift giveaways, and will house photo moments through various installations.
Pamudji said the key metric she is focusing on during the campaign is social activity, while also aiming for growth in sales.
“To me, it's all about driving brand awareness,” she said. “That's probably one of the key moments, especially when there are so many international brands and local players fighting for that same piece of pie.”
Guess operates around 988 retail stores across Europe, the Americas and Asia. This includes around 19 across Australia – both full-price and outlets.
Guess is also distributed through partners across 508 additional retail stores worldwide, across 100 countries. This includes David Jones, Myer and Strand in Australia.