VisitCanberra and Singapore Airlines recently collaborated with Tourism Australia on its ‘There’s nothing like Australia’ content partnership with the Telegraph UK. The content partnership aimed to showcase Australia’s range of unique experiences through sponsored content across the Telegraph’s print, digital and social platforms.
Canberra content was featured throughout the partnership across a range of pillars including culture and events, journeys, and nature and wildlife. During the month of May, Canberra was featured as the hero destination in a front-page feature on the Telegraph’s travel supplement. The feature focused on nature and wildlife experiences across Australia, with Canberra’s unique experiences at the forefront.
In addition to the content partnership, VisitCanberra and Singapore Airlines ran a complimentary digital campaign to support the Telegraph activity. This included display advertising across travel and entertainment content sites including Tripadvisor and Facebook. The campaign aimed to create and build awareness of Canberra as a destination amongst High Value Travellers in the UK, and to drive sales by promoting a Singapore Airlines sale fare during the campaign period.