SOUTH AUSTRALIAN TOURISM COMMISSION CASE STUDY
Taking travellers from dreaming to doing.
September 2015 - August 2016
‘Network SA’ campaign was designed to raise awareness of the amazing experiences South Australia has to offer and drive visitation to the State. Over 200 pieces of native content showcasing the State and its unique appeal engaged audiences on Traveller.com.au, with continuous, data-led optimisation to draw readers through the purchase funnel: from dreaming about a holiday, to choosing South Australia, and finally booking their trip with Virgin Australia Holidays.
Inspire and engage
The campaign aimed to increase brand awareness of South Australia and inspire travellers to visit the State and experience its wide range of destinations and attractions.
Those looking for a new escape
Prospective travellers across Australia looking for experiences tailored to their own individual interests.
Creating a holiday just for you
Readers were engaged along the purchase funnel by targeted content and offers that appealed to their own interests. A personalised campaign experience that is relevant to prospective travellers resulted audiences booking a trip with Virgin Australia Holidays.
- The South Australian Tourism Commission partnered with Fairfax to tell the State’s tourism stories in a unique way through their network of online platforms. Fairfax's audience insights identified what messages work, when and for whom they work best. Insights that identify the reasons people travel and why they travel to South Australia in particular are essential in developing tourism in our geography. Fairfax's understanding and analysis of digital behaviours have provided us with a successful, unique approach to engage prospective travellers to South Australia.
South Australian Tourism Commission