Destination NSW has spent more than any other brand on digital ad spend since international borders were announced to be opening, according to new data from marketing intelligence platform, Pathmatics.
The government tourism agency is estimated to have spent $A224,500 on digital ad spend, following the highly anticipated international travel announcement on February 7.
Pathmatics also found brands were focusing most of their ad spend on Facebook, with some – particular flight and cruise brands – immediately jumping at the news and encouraging followers to book their next trip.
Airbnb Inc. is estimated to have invested the second most on digital ad spend, with $A172,400, with Qantas Airways Limited in third with $A166,500.
Pathmatics suggested neither Airbnb nor Qantas spent as much as expected due to the inability to pivot from their existing marketing strategies, owing to short notice.
You can see the travel sector’s top 15 digital ad spenders from February 7 to February 14, 2022, below:
|
Brand |
Estimated spend (AUD) |
|
Destination NSW |
$224,500 |
|
Airbnb, Inc. |
$172,400 |
|
Qantas Airways Limited |
$166,500 |
|
Escape.com.au (Nationwide News Pty Ltd) |
$115,200 |
|
Webjet |
$78,400 |
|
Tourism NT (Northern Territory) |
$77,300 |
|
Qatar Airways |
$66,500 |
|
Tourism and Events Queensland |
$66,000 |
|
Virgin Australia Airlines Pty Ltd |
$56,200 |
|
Airnorth |
$51,900 |
|
Jetstar Airways Pty Ltd. |
$46,800 |
|
South Australian Tourism Commission |
$43,000 |
|
Carnival Cruise Line (Carnival Corporation) |
$41,300 |
|
Greyhound Lines, Inc |
$32,400 |
|
Regent Seven Seas Cruises |
$28,400 |
|
Overall estimated total: |
$1,266,800 |
“It’s been a long time coming but Australia’s travel and tourism sector can finally breathe a sigh of relief. The border reopenings will reinvigorate some much-needed life into what has been a struggling sector and brands in this industry will be hard at work pivoting their marketing strategies to take advantage of the news,” said Pathmatics regional director Australia and New Zealand, Eugene Du Plessis (featured image).
“I don’t think many Aussies will need convincing to book holidays but I certainly expect to see digital ad spend in this category skyrocket throughout the rest of February and beyond.
“Competition for airline and accommodation brands will be fierce and at Pathmatics, we’ll be tracking which brands are advertising what and where to capture the attention of those consumers itching to get overseas.”
