Australia Special - "The Time of Travel"

Target Audience: 

Media, B2C

The Brief

One of Tourism Australia's key objectives is to position Australia as one of the most desirable long-haul destinations for the Italian market, particularly among high-spending travelers. The aim is to showcase the country’s unmissable experiences and stunning natural environments that make each Australian state and territory unique and appealing.

To achieve this goal, the Tourism Hub team developed an integrated communication project by selecting a media outlet that aligned with both the target audience and the brand strategy of Tourism Australia. The partnership allowed for impactful and high-value content that highlighted the distinctive features of the various Australian States and Territories involved in the initiative.

The Project

Tourism Hub managed a comprehensive collaboration across multiple channels of DOVE magazine—Cairo RCS Media’s monthly travel publication, distributed with Corriere della Sera, Italy’s leading daily newspaper by circulation. The content was featured in print, online, and on social media. The project included:

• The creation of a 24-page print special titled "The Time of Travel", a dedicated insert focused entirely on Australia and distributed nationwide with Corriere della Sera in newsstands across Italy
• A dedicated digital hub on Corriere della Sera’s travel section, viaggi.corriere.it
• The initiative gave Tourism Australia and its partners—South Australian Tourism Commission (SATC), Tourism Northern Territory (TNT), Tourism Western Australia (TWA), and Singapore Airlines—the opportunity to showcase to Italian travelers the extraordinary experiences Australia has to offer
• Production of social media content on Dove Viaggi’s (Corriere della Sera) official channels