Throughout August and into early September a digital campaign geared towards building awareness and the desire for Australians to book a short break to Auckland has been running.
The digital campaign included a content partnership with Fairfax Travelller, and featured in depth articles on a range of areas including sustainability and Māori culture.
Plates ahead: Auckland’s sustainable food movement
Where to find the spirit of New Zealand
72 hours immersed in Auckland’s art scene
Discover Auckland's Island Life
In addition to the digital campaign activity, ATEED, in partnership with Auckland International Airport Limited, has been working with Helloworld, as the conversion partner providing a ‘booking/tactical’ layer to the overall campaign.
Channels across the campaign included press ads in Escape magazine and The Australian (readership of 4.9 mil), Escape online (advertorials), display, social, landing page on helloworld.com.au, instore digital screens and poster.
This activity was also supported with a pre-recorded webinar and training materials for agents prior to campaign going live.
In line with our Destination AKL 2025 strategy the focus of the Helloworld campaign activity was to drive shoulder season Australian visitation (August – November).