Amazing Australia: Co-created content delivers high audience engagement and bums on seats

Nicola Igusa and Nimesh Amin
Fairfax Media


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 inspired by the trusted editorial travel aficionados.

The response to the campaign was enormous, far exceeding the targets set for the campaign and delivering media value four times greater than the original spend.