Campaign: Aussies Are Catching The Travel Bug

Campaign: Aussies Are Catching The Travel Bug
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Thousands of Australians are catching the travel bug this month in a digital scavenger hunt competition, called The Travel Bug.

Hosted by Fairfax website Traveller.com.au, The Travel Bug, a quirky Nordic man with bug-like features, wings and antennae and a deep passion for travel, has a job with Traveller.com.au where he hides and challenges people to find him.

Since November 10 he has been hidden in different locations every weekday on Traveller.com.au. The competition has attracted close to 6,000 entries so far.

The Travel Bug can only be caught via clues found on social media channels and the Traveller.com.au website. Successful bug catchers then go into the draw to win one of 15 daily travel prizes including $1,000 Red Balloon vouchers and a seven night Italian guided holiday courtesy of Trafalgar. All entrants also go in the draw to win the grand prize of a luxury trip for two to India, thanks to Adventure World. The grand prize winner will be drawn on December 1.

The competition is being promoted via out-of-home, digital videos, print and social media. The campaign has also been brought to life through PR activation in Melbourne and Sydney with a group of 10 bug-like people searching the city for their lost sibling, distributing “Lost” and “Missing” posters across the cities.

“The new Traveller website is all about inspiring our audience to travel and The Travel Bug brings it all alive,” Fairfax Media Life Media managing editor Sue Bennett said. “Thousands of people have already been searching for The Travel Bug with the chance to win a holiday and have been having a lot of fun getting inspired to explore destinations featured on Traveller.com.au.”

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Ben Cooper Clemenger BBDO Sydney Two Sides

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