Overview of this campaign
In a competitive domestic holiday market, South Australia (SA) needed a platform to tell a bigger story about the state as a destination.
The challenge for SA is that Australians aren’t quite aware of the depth of experiences available beyond what the state is most famous for - amazing wines. There’s so much more. Uncrowded, endless white beaches, amazing produce, unique landscapes, exciting cultural events, restaurants, laneway bars and great adventure experiences (shark diving anyone?).
We needed to do more than just create a great campaign. With so many travel opportunities, South Australia couldn’t afford to cede the stage to competitors for months at a time. South Australia needed to move from being in market for a few months a year to ‘Always On’.
Our challenge was how to tell a new story every day.
Our solution was to develop a full content marketing approach across our digital platforms. Throughout the campaign over 200 stories were published including long reads, top ten’s, infographics and itineraries.
An important insight we uncovered was that consumers enjoy reading content at the top of the sales funnel but find the search for value stressful at the bottom. Based on that insight, we brought in a trade partner to display pricing from the first interaction - to “anchor” prices and allow our readers to identify value more easily.
Keeping consumers reading was important: We needed to go beyond great writing – the web allows us to engage in multiple ways. Video, galleries and interactive elements like quizzes needed to be created to allow consumers to fully immerse themselves in the subject matter.
The volume of content allowed us to publish SA stories and attract audiences to specific experiences all year round and within the optimum planning window for travellers to book a holiday.
As mobile accounting for half of audience digital activity, we published in adaptive web pages. We also created multi-page ‘web apps’ optimised for touch screens and promoted to mobile devices.
Results for this campaign
A dual analytics and research structure was developed to enable us to measure results and optimise our content and content templates through the campaign.
The dual measurement structure of analytics and research has delivered strong visibility over results:
"South Australia is a fantastic destination for travellers. We partnered with Fairfax to help us tell the story but also shed light on how it has been received. Fairfax's Audience insights are helping us to identify what might be the messages that work, when and for whom they work best.
Audience insights that identify the reasons people travel in general and why they travel to South Australia in particular are essential in developing tourism in our geography. Fairfax's understanding and analysis of digital behaviours have provided us with many new approaches to engage everyone who appreciates the destination that is South Australia."
- Brent Hill, Marketing Director, South Australia Tourism Commission
Audiences spent a cumulative 512 days total reading time with our content at an impressive average of 1 minute 27 seconds per page.
The specific touch-device optimised templates delivered three times the number of page views of adaptive pages on mobile devices.
This engagement time translated directly to some key metrics:
• Unaided awareness for ‘first domestic destination which comes to mind’ moved from 1% to 10%.
• Favourability increased to a new high of 79%
• Visitation intention (the most important metric) almost doubled, to 57%.
We successfully inspired an audience to start researching. When they arrived at South Australia Tourism Commission’s consumer facing site, www.southaustralia.com, the results indicated consumers were reading TWICE as many pages of content - looking for, and reading about a broader range of experiences.