In papers June 12
Kangaroo Island uses an eight-page newspaper advertising feature a part of their ‘Let yourself go' campaign.
South Australian Tourism Commission (SATC) ran an editorial style special promotion in a newspaper inserted magazine.
The eight-page advertising feature adopts an editorial format to craft an immersive environment for consumers. Titled, ‘Good Long Weekend: Breathe. Unwind. Relax,’ the advertising feature breaks down the travel experience of Kangaroo Island into editorial categories of dining, natural wonders, producers, beach and wildlife.
Editorial not only educates readers about Kangaroo Island as a holiday option, it also plays to emotional triggers by recreating the experience of being there – an important driver for Call to Action and consideration.
Timing also played a key role in the communication. Running on a long weekend, the feature makes reference to Kangaroo Island as a place to visit the next time a three day break rolls around, speaking to home-stayers in a relatable mind-set.
The last page contains accommodation and travel bundles to drive call to action amongst readers inspired by the communication.
Both ads ran in the Sydney and Melbourne market and are a part of SATC's $6 million domestic campaign seeking to drive visits for Autumn and Spring seasons.The newspaper component of the campaign launched with a cover wrap.
Check out our Creative Benchmarking research into the Travel & Tourism category, which shows how consumers engage with and act on newspaper advertising.
June 2012
