A recent partnership between VisitCanberra and Tigerair has delivered impressive results, with increased numbers of Melbournians travelling to Canberra on the newly-established route.
Concentrated in Melbourne, the eight-week campaign during November and December 2016 looked to increase awareness of Canberra and the new route to boost travellers out of Melbourne and drive consideration to purchase. Content pieces with online publishers Broadsheet Melbourne and TimeOut Melbourne were targeted to drive awareness, while Tigerair offered a $69 fare for travel between 10 January and 8 March 2017. Tactical digital assets were placed across high reaching digital channels including Facebook, within mobile as well as native and banner ads across a range of websites. Retargeting was also a significant component of the campaign, suitably incorporating Canberra’s One Good Thing After Another marketing platform.
The campaign delivered impressive results, increasing the Melbourne point of origin sales and encouraging visitation to Canberra, whilst also ensuring growth and sustainability of the route. The point of origin sales reflects a positive shift in travellers from Melbourne to Canberra.
VisitCanberra will continue to work with Tigerair to stimulate air travel on this new route.