Australian Traveller partners with Tourism Australia for special edition magazine
Travel magazine, Australian Traveller has partnered with Tourism Australia to publish a collectors edition in a drive to boost domestic travel to Australia’s major cities.
The 172-page edition was launched yesterday, 10 June, with a digital and TVC campaign also launched in collaboration with Common Ventures.
This continues Tourism Australia’s continued push for domestic inter-city travel, highlighted by the Escape to the City campaign.
The Parents Guide to Our Amazing Aussie Cities edition is coupled with a digital hub for families to explore, two TV spots and digital advertising.
Co-founder of Australian Traveller Media, Quentin Long, said: “We want to make it as easy as possible for Aussie families to find great family experience in our amazing cities, so we have reduced the cover price to cost.”
Long cited the reduced price as not wanting to “profit from Aussie families putting money in the tills of the city tourism and hospitality operators who are crying out for customers”.
Special edition cover
This edition of the magazine is available at newsstands and online for $4.95, down from the usual $9.95, with a run of 50,000 editions.
Australian Traveller said the campaign was created for two target audiences, families with pre-teen kids, and “the hardest travellers to please, teenagers”.
The edition is divided into state/city-based sections, with stories on each including: Ten things to do before you turn ten; Independence days – how to keep teens entertained; Plan and go guide (four-day itineraries); Eating out; Hotels and accommodation; Events and free stuff and Side trips (easy day trips outside the city).
Each city section is available in-magazine and also on the online travel hub, with ‘checklists’ for each city also available for download online.
The digital stories will be amplified by a comprehensive digital, social, email, PR and partner campaigns, with Cherry Media responsible for media planning and buying.
Credits
TVC creative: Common Ventures
Media agency: Cherry Media
Social and digital – in house
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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