The Brief
Our Approach:
- Inhouse content creation including videos, stories and website landing pages (guides/itineraries)
- Worked with influencers to increase reach, awareness and credibility
- Partnered with Aussie publishers to create feature length articles and videos
- Developed over 25 audience segments based on consumer interests (e.g. diving, hiking and family holidays) and intent (.i.e. how far down the funnel they are)
- Used always on investment to promote the right content to the right audience (e.g. hiking videos to nature lovers) with a clear call to action
- Implemented a smart remarketing strategy to showcase deals to people who had engaged with one of the videos or visited the website
The Results
- 50+ inhouse videos produced resulting in 3.5 million views
- 85 articles produced with publishers reaching over 2 million Australians with content in publications that matched the target market’s motivations to travel
- Deals remarketing strategy drove 15,359 enquiries to hotels and wholesalers in last 18 months
- Destination visitation increased 7.6% in 2019 vs South Pacific average of 2% (ABS)