Campaigning with the Australian Outback

Tourism Northern Territory

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How can we attract even more backpackers, to travel the Australian Outback? The Northern Territory, STA Travel as well as Erlebe Fernreisen raised this question, as they asked us to provide a campaign especially for young people. It includes the both development of a campaign concept and the implementation of media actions.

Backpackers love adventures, untouched nature, unique moments and fascinating encounters – which are provided in the Northern Territory in abundance. Therefore, we combined the Destination with this special way to travel according to the motto “Jetzt Outbackpacker werden!”. We presented these incomparable experiences with with emotional pictures and young texts among several distribution channels.

Together with our partner BpluS we developed an agile campaign concept, which includes a really close coordination of content and placements to achieve optimal level of control of gained user data during the campaign. Thus, we were able to ensure an efficient use of budget for programmatic components (Display Ads), editorial controbutions (Native Ads) and Social Media from the beginning. This setup was reviewed and optimised during the campaign process.

The results are very impressive, as they even exceeded the expectations. If you are interested in detailed information feel free to contact us.

On air: September to December 2018