Amazing Australia: Co-created content delivers high audience engagement and bums on seats
Nicola Igusa and Nimesh AminFairfax Media
Summary
When faced with the daunting task of prompting Kiwis – the largest international tourist group to Australia – to venture beyond the well known and loved east coast metropolitan destinations, Tourism Australia teamed up with Fairfax Media to create a multi-platform integrated campaign, covering bespoke co-created content, traditional advertising, promotions and audience engagement.
The campaign tapped into reader behaviour, offering readers a chance to share their own travel gems and tips with fellow travellers, as well as continuing to be...