F.Y.I.

Destination Gold Coast continues partnership with Avid Collective

Destination Gold Coast has continued its partnership with Avid Collective after the success of its first campaign, with new aims to attract more visitors to the region and build on their achievements.

The announcement:

Destination Gold Coast is doubling down on the success of its highly successful Itineraries native content campaign by continuing its partnership with Avid Collective, leveraging the trusted voices of many digital publishers to bring a range of unique experiences to life through suggested itineraries.

Following the success of their initial work together in early 2023, Destination Gold Coast and Avid Collective are set to build on their achievements and look to attract even more visitors to the region. As part of the first campaign, Destination Gold Coast and Avid Collective designed a solution that would cultivate incremental audiences to support the strongly built existing core market, using native content to showcase the breadth of experiences to dive into on the Gold Coast, from romantic dinners at Burleigh Heads to underwater thrills at Wonder Reef.

Destination Gold Coast and Avid Collective collaborated with numerous publishers including Urban List, Boss Hunting, We Are Explorers, Gourmet Traveller, Signature Luxury Travel & Style, Elle, Marie Claire and Where To Travel, to create bespoke invitations and itineraries tailored to the interests of its audiences. These ranged from romantic weekends for two, endless summer celebrations in nature, to the ultimate guide to the Gold Coast with friends, to adrenaline-inducing mini-breaks for adventurers, and everything in between.

The initial campaign delivered well over 100,000 article views with an average dwell time on long form articles of over 3 minutes and 40 seconds. Coupled with a clickthrough rate of +5.8%, the native content campaign proved to be highly engaging and impactful.

The partnership will take this narrative to the next level as publisher partners embark on completing their own custom-built itineraries for travellers, brokered by Avid Collective, highlighting the editors’ first hand experiences through a series of written and video content. Audiences will discover the realm of glowworm colonies nestled in the hinterland, be inspired by the ultimate ‘workcation’ that optimises ‘work from home’ arrangements, witness historic Indigenous sites along the Burleigh headland, among other notable inclusions spotlighted through the campaign.

Dion Workman, head of destination marketing and experiences, at Destination Gold Coast, said: “We’ve been really impressed with the smarts of the Avid campaign and quality of content from the publishers. Avid’s process enabled us to be fast to market, working with quick turnarounds and tight deadlines. It felt like one call and they took care of the rest. It’s been a great working relationship.”

Luke Spano, managing director at Avid Collective, said: “Destination Gold Coast truly leveraged the power of native content with their Itineraries campaign. It has brought to life the city and surrounding areas in a myriad of environments, leveraging different publisher voices to showcase the broad range of experiences travellers can have on the Gold Coast, and has done so in a way that just isn’t possible through other advertising formats. It is truly best in class work. ”

The partnership is poised to drive further off-peak visitation during the autumn and winter months from incremental audiences, showcasing the effectiveness of this collaborative effort.

Source: Third Avenue

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