Australian Traveller Media worked with Tourism and Events Queensland (TEQ) to drive Brisbane tourism this winter via an innovative and highly successful content marketing partnership producing outstanding results.
To drive interest in Brisbane as a destination for winter and position the Queensland capital as a great weekend destination anytime of the year, Australian Traveller Media produced 40 articles celebrating the river city.
Hosted on a custom micro-site on australiantraveller.com, the 40 articles were then amplified via social media, email, radio and content seeding. Engagement soared and there was even some controversy via social media over the ‘Look out Melbourne, Brisbane’s bar scene has arrived’ and ‘Brisbane: Australia’s Dumpling Capital’ posts, alone driving 143k and 117k impressions respectively. A 35-page flip-magazine was also produced with Australian Traveller’s June/July 2016 edition.
The six-week campaign produced amazing results:
- 115 per cent of user session target
- More than five million impressions and engagements across the Australian Traveller platform
- 220 per cent of lead generation target
Further, the micro-site will continue to be live for at least another two years and user insights have been an invaluable tool for TEQ.
“The Brisbane campaign over-delivered on all-out expectations. More than 11% of the user sessions generated a conversion ̶ a step to find out more or book a trip. That is a truly unprecedented conversion level,” said Quentin Long, Australian Traveller Media’s managing director.