The “Journeys to Authentic Australia” mini-guide developed by Lonely Planet features destinational content on South Australia, Western Australia and Northern Territory.

This campaign focused on distribution of the mini-guide through three channels: Backpackers World Travel retail outlets, Base Backpackers hostels (internet kiosks) and online registrations.

An Authentic Journeys mini site was created for travellers to register for a free mini guide to be mailed out. It also featured bookable tour product across the 3 states. The mini site was promoted via a pay per click campaign with Yahoo!7. For the period of the campaign Authentic Journeys displayed in the top 3 positions on Yahoo!, nineMSN, Ansearch, Fairfax Digital and Altavista.

An alternate mini site was chanelled through a network of internet kiosks in Backpackers World retail stores and Base Backpackers hostels across Australia and New Zealand. Customers could register on the site to win prizes and collect their Lonely Planet mini guide.

A promotional double-sided flyer was distributed throughout the hostels, stores and to the general target market.