Enticing content leads consumers on their next adventure
Fairfax Media’s award-winning digital content and data marketing campaign for South Australian Tourism Commission (SATC) has taken travellers from dreaming to doing, delivering a $10 million economic impact to South Australia and a 6.7 times return on investment.
The State of Play
The South Australian Tourism Commission (SATC) works with industry to deliver marketing, events and development programs that support tourism growth. Based in Adelaide, the organisation works closely with representatives in the 11 key regions of the state to promote the state’s tourism assets.
Entice consumers to book a holiday to South Australia
To attract more tourists and inspire them to explore more of the state, SATC needed a platform to tell a deeper story – that the state’s attractions go far beyond world-class wineries and encompass endless, uncrowded white beaches, amazing local produce, unique landscapes, vibrant cultural events, top restaurants and bars, and life-changing adventures such as shark diving.
Data led and content rich
Based on traveller research and insights mined from audience data, a comprehensive content-led marketing strategy encompassing all digital platforms and centring on Traveller.com.au was developed. It was supported through a high impact sponsorship of the South Australia section of the Traveller.com.au website.
Virgin Australia Holidays was brought in as a trade partner to display holiday pricing from the readers’ first interaction. Embedded and targeted Virgin Australia Holidays offers ‘anchored’ prices and helped identify value more easily, further encouraging audiences to move from consideration to purchase.
Fairfax Media’s content studio created more than 200 unique South Australian stories. Native advertising ‘long reads’, e-magazines, quizzes, top 10 lists, infographics and itineraries, video and photo galleries ensured consumers were fully immersed with the content.
The campaign was amplified through owned, earned and paid media channels, continually optimised and tracked via a dual analytics and research framework that included brand uplift; holiday booking research; path to conversion; return on investment modelling; and data capture.
The campaign over-delivered on objectives to drive both brand awareness of South Australia and inspire travellers to experience its wide range of destinations and attractions. The campaign drove new interest beyond the capital city of Adelaide, with those purchasing holidays significantly more likely to read about regional experiences on SouthAustralia.com and regional partner sites. The campaign achieved:
The client said…
“The South Australian Tourism Commission partnered with Fairfax to tell South Australia’s tourism stories in a unique way through their network of online platforms. Fairfax’s audience insights team identified what messages worked, when and for whom they worked best, and amplified the content accordingly. 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.”
Rodney Harrex, chief executive, South Australian Tourism Commission.
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 Millward Brown Brand Lift Insights Advertising Research, August 2016 / Fairfax Adobe Analytics, September 2015-June 2016. BDA Marketing Planning, 2015 / Tourism Research Australia, Tourism’s Contribution to the Australian Economy 1997-98 to 2011-12 (direct + indirect tourism spend).  Ibid.  Fairfax Adobe Analytics, September 2015-April 2016.  Millward Brown Brand Lift Insights Advertising Research, August 2016  Ibid.  Ibid.  Fairfax Adobe Analytics / Virgin Australia Adobe Analytics, September 2015 – June 2016