Four well-known New Zealanders—Judy Bailey, Colin Mathura-Jeffree, Jon Bridges and Michael Van de Elzen—are packing their bags and indulging their passions in Australia as part of Tourism Australia’s new content marketing campaign with APN.
The 12-month ‘Explore your passions’ campaign is a partnership between media agency OMD, APN and Tourism Australia (Fairfax was Tourism Australia’s media partner previously and the pair had plenty of success with its integrated Amazing Australia campaign). And Tourism Australia’s general manager New Zealand, Jenny Aitken, says advocacy is an integral element of its global marketing strategy and resonates well with Kiwis who love to hear from those they respect, be it via word of mouth from peers and family or from those participating in this campaign.
With a 93 percent repeat visitation rate for the 1.2m Kiwis who holiday in Australia each year, Tourism Australia works hard to feed this appetite and deliver something new to the Australian experience. And one way to do that is to offer Kiwis the “inside oil” on a destination they are already very familiar with.
As such, Bailey will uncover Australia’s nature and wildlife gems in Queensland’s Tropical North, South Australia’s peninsulas and Western Australia, Mathura-Jeffree will share some of the shopping and show secrets of Brisbane, Queensland’s Gold Coast and Melbourne, broadcaster and cycling advocate Bridges will explore culture on and off the road in and around Adelaide, Melbourne and the Great Ocean Road, and celebrity chef Van de Elzen will get a taste of South Australia’s Barossa and Tasmania.
Their travel experiences will be shared online and in print with special editorial features, video and an integrated advertising campaign. Air New Zealand (also an OMD client) is the airline partner and is showcasing deals on the site, which also features a range of its existing Australia-related content.
“We want to inspire our readers and viewers through credible advocates sharing in the things they love to do most,” says NZ Herald editor Shayne Currie. “We’ll showcase the very best of Australia and inspire New Zealanders to indulge their passions as a way of enriching and extending their Australian holiday experience.”