Tourism Australia together with Condé Nast for a multi channel partnership

Target Audience

High Yeild Traveller

The brief

Given the current high interest among Italians in traveling, we have developed a project on behalf of our client, Tourism Australia, to ensure that the destination remains one of the top dream locations for Italians. The main objective was to inspire the Italian public to experience the unique and wonderful places that await visitors in Australia, and consequently, to encourage them to consider their next vacation Down Under. This initiative has been realized through a partnership with publisher Condé Nast, involving a multichannel campaign that will provide Australia with extensive visibility to a high-yield target audience.

The project 

Tourism Australia Italy partnered with Condé Nast for a multichannel campaign designed to boost Australia's visibility among a high-value audience. The campaign included two display campaigns on Condé Nast brands to drive traffic to the marketplace, branded content featuring Australia Recommends and honeymoon experiences, and a social media campaign across Condé Nast brands to direct traffic to both the marketplace and australia.com.

Additionally, the One Voice Project, featured as a supplement in both print and digital formats, allowed Tourism Australia and the participating STOs—SATC, TEQ, TNT, TWA, and VIC—to reach their high-yield target audience. This initiative highlighted Australia's diverse and unique offerings to travelers. The project was managed in collaboration with the mentioned STOs and Cathay Pacific airline.