Marketing Strategy & Design
Tourism Australia is a statutory authority of the Australian Government. It promotes Australia as a tourism destination both internationally and domestically.
Client Brief
To consult, design and implement a range of marketing and distribution campaigns targetting the independent travel market.
Go Man Go Digital Marketing Strategy & Design Services
In 2005 Tourism Australia supported a group intiative between South Australian Tourism Commission, Tourism Western Australia and Tourism Northern Territory to market and distribute the Lonely Planet mini-guide “Journeys to Authentic Australia” to adventure travellers and backpackers currently travelling in Australia. Go Man Go Digital Marketing were required to provide a marketing and distribution campaign for the mini-guide.
The “Journeys to Authentic Australia” Mini-Guide was developed by Lonely Planet and featured destinational content on South Australia, Western Australia and the Northern Territory. The 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 Web Site was created for travellers currently in Australia, to register for a free mini-guide. They would provide an Australian address and then the guide would be mailed to them. The website also featured bookable tour product across the 3 states with links to Backpackers World Travel.
The Mini Web 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. Animated Banner Ads were also posted on Tourism Australia's "australia.com" in the adventure traveller and backpacker sections.
An alternate Mini Web Site was designed and 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 also designed and distributed throughout the hostels, stores and to the general target market.
marketing strategy & design services
- Project Management (State Tourism Organisations & Co-Marketing Partners)
- Web Design
- Information Architecture
- Content Management System
- Hosting
- Online Support & Maintenance
- Print Design
- Search Engine Marketing
- Source Co-marketing Partners
- Distribution
- Marketing Reports
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