News Australia launched ‘Go For It’, a network-wide editorial initiative designed to rebuild consumer confidence in travel.
The initiative comes in direct response to a confidence crisis gripping the Australian travel industry.
According to The Growth Distillery’s Lighthouse Consumer Tracker, 40 per cent of travellers are concerned about safety and security following geopolitical instability in the Middle East. A further 47 per cent cite cost pressures as a barrier to travel.
“This isn’t just content – it’s a confidence campaign. Australians are telling us they need honest, useful and genuinely inspiring stories that give them the confidence to stop waiting and start going. Through trusted journalism, real voices and on-the-ground guidance, we’ll remind them that the world is still open, still welcoming, and better when you’re in it,” said News Australia head of food, travel and health Kerrie McCallum.
Over the next two months, more than 200 editorial stories will be published across the News Australia network, built around three content pillars informed by consumer demand.
Domestic and close to home: helping travellers discover Australia and the Asia-Pacific region as rewarding destinations. Alternative journeys: new routes, stopover cities and cruise itineraries that work around affected regions, helping travellers say yes without compromising on adventure. Hacks and advice: practical guidance that addresses cost pressures and eases the path to booking.
“The travel industry has been doing it tough. Go For It is our commitment to using the News network which reaches 18 million* Australians every month, to rebuild consumer confidence and keep Australians inspired to travel. We are proud to stand alongside our industry partners in that effort, and we look forward to working with them to make the most of this campaign,” said News Australia client partnerships national head of travel Emily Ross.
‘Go For It’ will run across News Australia’s network of mastheads and digital platforms.
