Tourism Western Australia’s latest campaign puts the state on show via Fairfax Media’s first ever Brand Discover ‘Premium’ campaign.
The “Just Another Day in WA” campaign utilises Brand Discover ‘Premium’ to showcase WA travel experiences through rich and immersive storytelling, with the aim of increasing people’s consideration of the state as a holiday destination.
Brand Discover ‘Premium’ extends Fairfax Media’s wide range of native advertising formats designed for advertisers to reach audiences through highly engaging and immersive content, now also available for the very first time on afr.com.
Brand Discover ‘Premium’ is a bespoke native solution providing custom-built content, functionality and design. The format can include interactive articles, videos, photo galleries, infographics and animation – all aimed at maximising audience engagement.
The content in the “Just Another Day in WA” Brand Discover ‘Premium’ campaign was written by a specialist Fairfax travel contributor and focuses on the landscapes, food and culture of Western Australia. A captivating time-lapse video of the Milky Way viewed from the Pinnacles Desert and itineraries for a night out in Perth are just some examples of the campaign’s rich and immersive storytelling experience.
“Just Another Day in WA” will appear across Fairfax Media’s digital mastheads and be amplified via social media.
Fairfax Media Commercial and Marketing Services Director, Tom Armstrong, said: “Our new Brand Discover product suite is part of our ongoing strategy to offer advertisers the opportunity to engage with our large digital audience of 11.5 million Australians each month* through our market-leading, native content solutions. Tourism Western Australia’s campaign is a great example of the sort of high-quality bespoke, immersive and interactive audience experiences Fairfax can achieve for brands by leveraging our expertise content creation.
“The availability of all Brand Discover products on afr.com now allows advertisers to connect with The Australian Financial Review’s exclusive and highly sought-after digital audience through rich and engaging native content.”
Tourism WA Executive Director Strategy, Brand and Marketing Services, Louise Scott, said: “Partnering with Fairfax Media allowed us to extend the reach of the ‘Just Another Day in WA’ campaign to a large and targeted audience, and develop a rich and engaging content hub for Western Australian stories.
“‘Just Another Day in WA’ was launched in June 2016 to tell consumers about the surprising and lesser-known moments and extraordinary experiences that happen every day in Western Australia. Working with Fairfax Media will help us spread those messages to a vast audience.”
In addition to the bespoke Brand Discover ‘Premium’ and templated Brand Discover ‘Standard’ formats, Fairfax Media has also launched Brand Discover ‘Flex’ – a customisable native advertising format offering a mix of templated formats and custom design elements.
To view the “Just Another Day in WA” Brand Discover ‘Premium’ campaign, click here.
Source: * Nielsen Digital Ratings Monthly, August 2016, Ppl 2+(Computer); Ppl 18+ (Smartphone/Tablet)