To build awareness of Queensland and to increase visitor numbers to the destination via Qantas Airways.
We targeted ABC1 adults, who have the time, means and inclination for long-haul travel. Our strategy was to build awareness of the destination among this audience by highlighting core aspects and experiences of Queensland, such as ‘Reef’ and ‘Rainforest’.
We selected Conde Nast Traveller as the ideal platform for the campaign as it has an engaged, affluent audience with a propensity for luxury travel. We developed a bespoke and fully integrated campaign across print and online at cntraveller.com that included double-page-spread advertorials in the magazine that aimed to give readers a real sense of the destination, as well as an online interactive hub on the Conde Nast Traveller site, where viewers could enter a competition to win a 10-night holiday to Queensland. In addition, we created a 20-page supplement about Queensland that was available for UK consumers to download for free.
The DPS advertorial appeared in every issue of Conde Nast Traveller over five months, with the online content updated regularly during this period. The magazine has a monthly readership of 335,000 and the website reaches nearly 550,000 users.