The national campaign summary:
- Special Collector's Edition Magazine '100 Ways to Holiday Here This Year' (RRP reduced to cost – $3.95)
- Foldout memento wall map of Australia for planning
- New magazine distribution partner – Coles
- National television and digital advertising
- Digital content hub
- Dedicated social media initiative
- Consumer travel deals and offers
- Travel agent distribution through Travel Associates
- PR blitz
The launch of the 156-page magazine on June 25 is being supported by a national television and digital media advertising campaign.
The TVC, produced by ad agency Common Ventures, evokes the patriotism of Dorothea Mackellar's “I love a sunburnt country” poem, to inspire Australians to see their own country with the core message, “Finally it's time to be reunited with this big and beautiful country”.
The content will be published on a dedicated australiantraveller.com hub and divided into state-based pages. The content will be amplified by a comprehensive digital, social, email, PR and industry partner campaign.
“For those of you dreaming or planning to get out and explore more of this great country, Australian Traveller's Holiday Here This Year issue, produced in partnership with Tourism Australia, is the perfect travel companion,” said Tourism Australia managing director Phillipa Harrison.
“This incredible country is so vast and varied, full of unique experiences and hidden gems just waiting to be explored, that I don't envy the team tasked with the challenge of narrowing it down to just 100 ways people can enjoy an Australian holiday.”
The magazine includes in-depth editorial and itineraries covering all states and territories under 10 key experience categories covering Coast, Cities, Islands, Outback, Icons, Indigenous, Regional, Food and Wine, Family, Road Trips.
The editors also flagged those experiences in drought or fire-devastated regions via the use of icons to assist Aussie travellers looking to help particular communities
Australian Traveller has also reduced the cover price to cost at newsstand: just $3.95.
“The tourism industry is our family,” said Australian Traveller Media co-founder Quentin Long. “So, we have done our best to support them by removing as many consumer barriers to travel as possible. We have reduced the magazine's cost, created broader distribution, included a fun 'planning' wall map, created an easy-to-use content hub, covered 10 types of travel styles and itinerary ideas, and even added special deals.”
Travel Associates has partnered with Australian Traveller Media on the campaign as well. It will be distributing 14,000 copies to its high-yielding travel clients, all looking for domestic experience and advice.
Destinations and experiences included in the 100 are also being recognised with a special logo and website 'badge' to alert consumers they are part of the campaign. Contact Australian Traveller Media to collect the 'badge'
For more visit www.australiantraveller.com/100-ways-to-holiday-here-this-year
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