South Australia Tourism Commission (SATC) utilized Fairfax’s long read article format to help change perceptions, generating tremendous uplifts in positive associations and intention to visit Adelaide.
The Engagement Power of Long Read Formats:
SATC partnered with Fairfax to promote Adelaide as a short break destination by engaging differently with readers of smh.com.au. A series of five long read articles were specially created and written by Fairfax and each were housed on goodfood.com.au
The articles showcased key areas of Adelaide’s tourism offering such as ‘Eat and Drink’, ‘Cellar Doors’, ‘Cool Adelaide, ‘Markets’ and ‘Urban Getaways’. The key brand messaging was brough to life within each segment via rich photography, quality writing and video integration. Each article was also promoted through ‘drivers’ on the smh.com.au homepage, helping to create awareness amongst a broader audience.
Campaign Objectives:
- Drive awareness of Adelaide as a short break holiday destination
- Boost the profile of Adelaide and the perception that there are a variety of interesting attractions
- Increase intention among NSW residents to visit Adelaide on a holiday, especially for a short trip
Campaign Period:
January – April 2014
Target Audience:
People aged 30-49 years with a high disposable income who are interested in (domestic) travel
Research Methodolgy:
A simultaneous capture of control / exposed sample was employed with invitation to complete an online survey launched via site intercept methodology (n=323)
