Global travel eSIM provider Saily has expanded its Australian marketing investment with a national campaign across television, digital video and performance media, as it looks to build awareness among Australians travelling overseas.
The campaign comes at a time when international roaming has become a key battleground among Australian telecommunications providers, with major brands increasing marketing activity around the cost and convenience of staying connected overseas.
As Australians continue travelling internationally in record numbers, many are also seeking simpler and more cost-effective alternatives to traditional roaming.
Led by independent media agency Advertising Advantage (ADAD), the campaign is designed to introduce Australian travellers to a different way of accessing mobile data abroad through eSIM technology.
Unlike physical SIM cards or traditional international roaming packages, Saily allows travellers to activate mobile data in more than 200 destinations before they leave home.
Saily senior offline manager Viktorija Vikelé said Australia has become an important focus market for the company’s global expansion.
“Australians are passionate travellers and increasingly expect simple, reliable and affordable connectivity wherever they go. Our goal is to remove one of the biggest pain points of international travel by making mobile data easy to access before travellers even leave home,” she said.
“Australia’s high rate of international travel makes it a natural market for Saily, and we’re excited to introduce more travellers to a smarter way to stay connected overseas.”
ADAD chief commercial officer Matt Kitchener said the Australian market presented a significant opportunity for innovative global technology brands that solve genuine consumer problems.
“Australians are among the world’s most enthusiastic international travellers, yet many still rely on expensive roaming options or leave organising connectivity until they land.”
“The fact that roaming costs have become a major focus of advertising from Australia’s largest telcos highlights just how relevant this issue is for consumers. Saily approaches the challenge differently, giving travellers the ability to organise affordable mobile data before they depart and enjoy the confidence of knowing they’re connected the moment they arrive.”
“Once you’ve travelled with an eSIM, it’s difficult to imagine going back.”
Kitchener said helping international brands successfully launch and grow in Australia and New Zealand required more than simply buying media.
“Success comes from understanding local consumer behaviour, identifying the right media mix and building awareness in a way that delivers measurable commercial outcomes.
That’s the role we aim to play for ambitious global brands entering this market.”
The integrated campaign combines broad-reach television with premium online video and performance channels, designed to reach Australians throughout the travel planning journey.
As international travel continues to grow, Saily is aiming to establish itself as a leading choice for Australians seeking a more flexible and cost-effective way to stay connected overseas.
