A recent partnership between VisitCanberra and Tigerair has delivered impressive results, increasing the numbers of passengers travelling to Canberra on the Brisbane and Melbourne routes.
Concentrated in these markets, the two-week campaign in April looked to increase awareness of the destination, boosting travel in the second half of the year. Video, editorial content and display advertising played a critical role across all Tigerair owned channels whilst highly targeted paid media including display banners across the Google Display Network, Skyscanner and Real Estate online property network supported the campaign tactically.
Across the two-week period, the Brisbane point of origin sales saw the greatest lift with a 124 per cent year on year growth on the return fare, reflecting a significant boost in travellers from this market. Seats sold on return flights out of Melbourne saw a 10.55 per cent year on year lift, demonstrating growth of the route.
In addition to the activity produced in partnership with Tigerair, VisitCanberra launched a suite of activity across our owned channels, including geo-targeted social media posts, generating increased impressions and an increased audience following.
VisitCanberra believes Brisbane and Melbourne represent a significant opportunity for driving domestic visitation to Canberra and cooperative marketing partnerships with conversion partners remaining a priority for VisitCanberra in stimulating travel.