APN won the pitch for Tourism Australia’s media business recently, relieving Fairfax of its duties. But now Fairfax has a broader range of destinations to promote, after signing a deal with the House of Travel that encompasses contextual commerce and co-created content.
“Travel is all about experience,” says Niall White, group strategy director, House of Travel. “Seeing new things, tasting new foods. Coming home from those trips we share those experiences—from the sublime to the ridiculous—and that contributes to a new cycle of dreaming and planning. This partnership with Fairfax Media allows us to engage directly with New Zealand’s largest travel audience with a monthly unique audience of 297,000 [and 928,000 page views], offering not only inspiration and advice, but up to the minute booking information right from within Stuff.”
Each week the deals section of Stuff Travel will highlight the latest special offers, from family getaways to accommodation and airfare deals. The deals section will be updated every Monday.
Fairfax Media acting product development director Nigel Tutt says as well as the obvious benefits to Stuff readers and House of Travel customers, the partnership heralds a new approach.
“The partnership with House of Travel extends our existing advertising relationship into a fully fledged relationship encompassing content and e-commerce. Both our organisations have huge expertise in our respective fields, and being able to work directly together means we’ve been able to explore a new, collaborative, mutually beneficial model.”
Elements of the partnership include the Kiwi Traveller section, where Stuff readers share their own travel experiences, and the Inspire section, which draws on the extensive knowledge of House of Travel’s team to provide tips and destination information.
“Our wider social circle—from work colleagues to family members to friends—plays a huge role in the cycle of discovering, considering and selecting a holiday destination,” says White. “[User-generated content hub] Stuff Nation is the perfect place for our customers to share their own experience and expertise and grow the community of passionate Kiwi travellers.”
The partnership follows a refresh of the Stuff Travel section in July. The section is now easier to navigate, with content organised into sections including Destinations, Themes and Travel Troubles, as well as specific topical sections such as Cruising and Snow.