Australian Traveller Boosts 2016 Winter Tourism For Brisbane

Australian Traveller Boosts 2016 Winter Tourism For Brisbane
SHARE
THIS



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.

Australian Traveller Media’s mission is to connect people to incredible travel experiences in any media. Contact us for a free consultation on creating a highly responsive campaign.

Please login with linkedin to comment

australian traveller

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]