Helloworld, Flight Centre, Jetstar and other travel brands are joining a new News Australia initiative designed to turn Cyber Week deal-hunters into holiday bookings.
Travel brands are being given a dedicated sales moment during Australia’s Cyber Week shopping period, with News Australia launching Travel Tuesday as it looks to capture growing consumer demand for holiday deals.
The initiative, culminating on 1 December, will bring together travel advertisers across News Australia’s digital, print and social network, with Helloworld, Flight Centre, Jetstar, Intrepid Travel and Inspiring Vacations among the first partners to sign on.
The move comes as travel increasingly becomes part of the Cyber Week shopping mix, with Google Trends data showing an 85 per cent increase in Australian searches for travel deals during last year’s Black Friday and Cyber Monday sales period.
Research from The Growth Distillery also found 72 per cent of Black Friday purchase intenders planned to purchase holiday packages, flight deals or room upgrades.
News Australia’s client partnerships national head of travel, Emily Ross, said the event would give travel brands a dedicated platform to reach consumers at a time when they are actively considering their next holiday.
“Australians are actively looking to lock in their holidays during Cyber Week and our Travel Tuesday event gives our partners a highly focused stage to present their hero deals,” Ross said.
“By connecting brands with travellers ready to book at the precise moment purchase intent peaks, we are giving our travel partners an unmissable platform to capture high-value bookings.”
The month-long campaign will begin with weekly deal hubs, digital guides and curated social video across Escape, Travel + Luxury, news.com.au and state mastheads including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
The campaign will culminate on Tuesday 1 December with a cross-platform integration featuring high-impact print wraps, homepage takeovers and live deal trackers.
News Australia said the campaign would connect partners with its audience of 13.2 million travel intenders.
News Australia head of travel Kerrie McCallum said the initiative would also bring editorial travel recommendations into the shopping experience.
“Cyber Week is one of the most exciting shopping periods of the year but planning travel requires trusted advice,” McCallum said.
“Travel Tuesday allows our editorial teams to curate genuine, high-quality holiday opportunities, giving our readers the inspiration and confidence they need to book their next great trip.”
