Regional Promotions – Your Australian holiday starts here

for Tourism Victoria Winter 2009

Challenge
To position Melbourne as the gateway to Australia.
As part of our integrated campaign we needed to reach a regional audience to promote the accessibility from regional airports with our airline and trade partner.

Solution
Creating a newspaper supplement which was inserted in 5 regional titles reaching 650,000 homes.
The content was used to create a microsite and mobile application.

Results
Award winning campaign - voted ‘Best Regional Campaign' in the annual Tourism Australia Trade awards.
The most successful campaign ever implemented by Trinity Mirror (Regional newspaper group) and over a third of all entries opting in to join the database.
Ongoing coverage of winners in follow up blogs and video diaries.