Tourism Australia

Winter takeover.

Capitalising on high volume NZ travel to Australia, TA embarked on a marketing program to encourage extending the holiday destination beyond the usual locations. The campaign was extensive ranging from print ads and travel articles, to Billboards, Busbacks, Metrolites, NZ Herald Travel cover wraps, Radio, Digital,  eDMs plus more. The pinnacle was the NZ Herald Online travel section takeover, where travel lovers could view 'secret' destination gems in a dedicated portal, allowing the upload of their own unique stories. The campaign was highly successful and award winning, including the PANPA Marketing Awards Best Microsite​/Native Advertising.

 

 Client 

Tourism Australia
with Virgin Australia
& NZ Herald

 Role 

Strategy, Ideation

Creative Direction

Copy, Travel Writer

Digital

 Agency 

Raydar

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