Wednesday, June 27, 2012
Mr & Mrs Smith Brings the Best of Australia
Boutique travel experts Mr & Mrs Smith have partnered with Tourism Australia to showcase the best experiences and properties in Australia.
The Best of Australia collection is part of the latest phase of Tourism Australia's global marketing campaign, There's nothing like Australia, which was officially launched in Shanghai at the beginning of June.
The campaign is a media first for Mr & Mrs Smith - the brand hasn't worked with a National Tourism Organisation before - to deliver an integrated multi-media campaign comprising of online, print, image and video assets. The online campaign collection is split into five easy to browse categories; Hidden Gems, Journeys, Cuisine, Wildlife and Coastline. Each section includes a further five specific locations and suggested activities that are linked to the Mr & Mrs Smith property where that activity is on offer.
The platform, www.mrandmrssmith.com/best-of-australia, features video content on a carousel, which will lead with the new 90-second There's Nothing Like Australia film, which is at the heart of Tourism Australia's global campaign.
The Best of Australia collection will also be displayed in a Mr & Mrs Smith 24-page booklet which will include quotes from high-profile ambassadors on their favourite travel experiences across Australia. More than 350,000 copies of the booklet were distributed with The Sunday Times this Sunday, 17 June.
Co-branded advertising across the Mr & Mrs Smith site will drive traffic to the microsite, with additional online advertising linking through to a bespoke There's Nothing Like Australia campaign page on www.australia.com, Tourism Australia's consumer platform.
Juliet Kinsman, Editor-in-Chief, Mr & Mrs Smith, says, "We wanted to extend our offering beyond our portfolio of Australian properties to present a complete experience for travellers, building on the activities that we know inspire people to travel to Australia. This campaign allows us to make it even easier than before for our customers to plan a boutique, luxury holiday using the expertise of a tourism partner."
Visit the Mr & Mrs Best of Australia collection at www.mrandmrssmith.com/best-of-australia