Case Study
Ultimate guide to winter in Tasmania
Raise awareness
In conjunction with OMD, QANTAS wanted to promote the frequency and speed of their flights to Tasmania over the winter season, to an audience of aspirant young professionals and the culturally curious.
Drive purchase
To drive ticket purchase of QANTAS flights to Tasmania during winter.
The idea
Utilising a combination of existing travel editorial on Tasmania, plus creating new content on timely events and cultural offerings such as Dark Mofo, Time Out created a comprehensive digital hub of Tasmania’s most alluring tourist attractions.
We employed a local writer and produced exceptionally well written, well researched content, accompanied by beautiful, high resolution imagery. This hub delivered the premium, thoughtful experience readers expect from Time Out, applied in a travel context. The Tasmania hub functions not only as a point of inspiration for prospective visitors, it also has a strong use-value once readers touch-down in Tasmania.
The Execution
Covering everything from basics like where to stay, eat and drink, in several regions, along with hidden gems, sights to see and places to explore, Time Out highlighted Tasmania as the ultimate local winter destination.
Of course, every piece of content featured a ‘how to get there (via QANTAS)’ breakout – showcasing how quick and easy is to travel to Tasmania on QANTAS. QANTAS also received 100 per cent SOV branding on the hub and all content contained within it.
Digital Display QANTAS display ads were targeted to reach readers outside of the Tasmania hub for multiple touch points throughout the site. These banners contextually displayed on the Homepage, Travel and Around Town sections of Time Out.
Platforms activated
Digital
Time Out created ab extensive guide to key regions of Tasmania including Hobart and the North West, and hosted this guide on all of our East Coast websites.
Print
This content also ran in the print editions of Time Out Sydney and Melbourne.
Facebook
Time Out drove culturally curious, aspirant young audiences to the site to engage with the content via Facebook.
Time Out says...
Time Out’s content partnership with QANTAS to drive interest in Tasmania as a winter destination was a perfect brand fit for us. QANTAS and OMD gave Time Out the freedom to do what we do best – which is use research and critical judgement to curate a list of the very best things to do in a region.
We used this content to entice and inspire our readers to take a winter adventure to Tasmania, and then provided them with all the information they needed to make that holiday a reality through QANTAS, by using a combination of written brand breakout boxes and highly contextual display advertising.
We had very strong results, exceeding client expectations on page impressions, and received substantial positive feedback from our audience. Though small, the quality of this campaign meant it delivered above and beyond.
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