Following the announcement of three weekly return services between Brisbane and Canberra, VisitCanberra partnered with Tigerair Australia on a campaign to encourage leisure travel to the destination.
The campaign commenced on 2 August and ran for a fortnight, concentrated in Brisbane and looking to increase awareness of the destination and the new route and drive consideration to purchase.
Sponsored editorial with online publisher Urban List was crafted to drive awareness. The article was supported with Tigerair branded fare-led ads placed across high reaching digital channels including Facebook, apps and native and banner ads across a range of relevant websites. Search Engine Marketing was also a significant component of the campaign with our destination’s One Good Thing After Another marketing platform suitably incorporated.
It’s anticipated the campaign will see a boost in travellers from Brisbane as of the commencement of flights on 14 September.
With the introduction of the new Brisbane-Canberra route and additional Melbourne service, Tigerair Australia will be providing close to 4,000 seats per week (over 200,000 seats annually) through Canberra Airport.
To support the Tigerair campaign, VisitCanberra will be launching a suite of One Good Thing After Another assets across a range of digital and outdoor platforms in Brisbane metro. For more information on this campaign, and how you might be able to join us please email TourismAdvertising@act.gov.au