2010-2011 Domestic campaign
“I Experienced Extraordinary” is a $7.9 million dollar multi faceted campaign which captures the experiences and emotions of the 22 Australian and international passengers who took part in the in April 2010.
The campaign consists of advertising across a range of media including cinema, press and in-flight, as well as co-op advertising with airline and travel partners. It also includes a comprehensive digital marketing presence and public relations activities.
The campaign will run until June 2011 and focuses on our three core domestic markets of Perth, Sydney and Melbourne.
To see more campaign content, please visit the Experience Extraordinary campaign pages on our consumer site .
Perth is four hours closer than Sydney
The UK campaign targeted the 25-44yr old "Self Challenger" market and ran from mid January – March 2008. The campaign included subscription TV, print/press, and online activity. All elements featured a tactical offer from Air Mauritius and Austravel (return flights to Perth from £599). The key communication message was “Perth is four hours closer than Sydney”. The main campaign objectives were to improve brand recognition from the 2007 campaign and promote WA as a desirable holiday destination.
Consumer research showed that brand recognition of WA had improved significantly in 2008, resulting in an improved return on investment. Partner feedback and results in regards to direct bookings and enquires has been very positive.
Examples of advertorial and print ads are below:
Advertorial - The Real Australia (180KB)
Advertorial - Discover the Outback (5.35MB)
Advertorial - Go Wild in Western Australia (230KB)
Advertorial - Sun, Sea and Surf (252KB)
Advertorial - The Real Australia (150KB)
Print ad - A Real Australian Fish (662KB)
Print ad - A Real Australian Rock Show (1.25MB)
WA breaks
In 2008 Tourism Western Australia ran the WA Breaks campaign within Western Australia, which was designed to support the marketing activities of the Regional Tourism Organisations.
The $400,000 campaign integrated a rolling television schedule, featuring a different region television commercial each week between late April – June for four or the five Regional Tourism Organisations. The Australia’s North West promotion occurred later in 2008 to better coincide with their shoulder season.
Weekly activity was supported with online paid search activity and a campaign specific webpage containing a mix of informative and rich media and content www.westernaustralia.com/breaks. The webpage varied depending on the region that was being promoted in the television commercials and linked through to the relevant Regional Tourism Organisations’ website.
The television media schedule over-achieved on all levels, with the campaign reaching over 1.3 million Western Australians, who saw the promotion an average of 19 times each. The television commercials were also very popular online, with over 6,000 video views from the campaign site.
Search continued to play an integral role in driving traffic to landing page portal exceeding click targets by 25% whilst staying under budget. The results indicate the strong support role of paid search in converting browsing interest (browsing Google) into action (visiting a holiday deals page).
Scenes from our spectacular state
The West Australian newspaper conducted the Scenes from our Spectacular State photo competition earlier in 2008 and the winner of the competition was announced in June. The judging panel consisted of WA Minster for Tourism, Shelia Mchale, the West Australian picture editor, Mogens Johansen, Canon Australia State Manager, Graeme Carleton and award-winning photographer, Frances Andrijich.
Following the success of the competition which saw in excess of 5,000 entries, the West Australian distributed a 48 page Scenes from our Spectacular State magazine showcasing the ‘best of the best’ images on Tuesday 24th June to over 588,000 readers state wide. Tourism WA supported this initiative as the major sponsor.
This exclusive sponsorship involved a coordinated approach between Tourism WA, the five Regional Tourism Organisations and five key wholesalers. The magazine incorporated brand advertising, tactical offers, a series of ‘interesting WA facts’ and profiles on each of the five regional areas.
The promotion drove consumers to a campaign specific websitw which was part of the intrastate campaign designed to encourage Western Australian to take a short break or holiday in their own State. The website provided consumers with further information on holidaying in Western Australia, including additional promotions and deals.
Interstate campaign 07/08
Tourism Western Australia, in partnership with the Regional Tourism Organisations, Fairfax media and the tourism industry, ran a content rich campaign in New South Wales and Victoria from 26 January 2008 to June 2008. Over 5 months we reached more than 2 million Sydney and Melbourne consumers through 25 different publications and online platforms in over 100 different articles about Western Australia.
WA’s tourism industry had the opportunity to advertise amongst the content which added significant value to their advertising spend. Partnership investment in this campaign was a unprecedented outcome for the interstate campaign.
The $2 million campaign comprised of a number of phases promoting all of WA as well as key destinations and experiences such as Broome and the Kimberley, Perth and the Margaret River region and the wildflower season.
The main focus was on press and print coverage, including a competition to win five holidays to WA in the Sydney Morning Herald and The Age, a number of ‘media firsts’ as well as a strong presence in online media.
The campaign included:
WA Postcards Reader Competition – Win 5 holidays to WA in the Sydney Morning Herald and The Age. A bonus two week national press and radio pre-promotion supported the competition
24 page Traveller WA feature in the Sydney Morning Herald and The Age
8 page and 4 page insertions in The Sydney Morning Herald, The Age (Melbourne), Sunday Herald, Sunday Age
4 page tabloid broadsheets
Print
8 pages of advertorial in Travel & Leisure magazine
half page ads and advertorial in Good Weekend, The Sydney Magazine, The Melbourne Age Magazine
Online
delivered over 18 million brand and brand/tactical advertising impressions within the Fairfax Digital network
behavioural targeted advertising to visitors within the SMH and Age travel sections
emails to Fairfax Digital membership base
an effective search strategy was also utilised to target consumers who are thinking about a holiday in Australia