Wego.com, the leading travel search site in the Asia Pacific and Middle East, along with Tourism Australia, have been awarded the 2015 WITovation Award for the cooperative marketing campaign, ‘There’s nothing like Australia’.
Winning first place in the category of ‘Content Magician’, the campaign’s objective was to elevate awareness of Australia and grow its competitive position as an outbound destination choice for Indonesian travellers, while also showcasing the best travel options online at Wego.
“We’re thrilled to have this highly successful initiative recognised as an industry leading campaign by the team at WebInTravel,” said Graham Hills, Chief Product Officer, accepting the award on behalf of Wego at the WebInTravel 2015 Conference in Singapore.
“Wego’s intent was to support the existing Tourism Australia messaging, by extending its reach directly to Wego’s audience and beyond. This delivered groundbreaking, high-impact display advertising and inspiring content marketing, both on and off site,” Hills added.
The three month campaign was timed to reach a Wego Indonesia audience with high travel intent approaching their biggest holiday period; Lebaran, and incorporated a number of components including sponsored, destination relevant content in national Indonesian consumer media and on Wego Indonesia’s popular travel blog (TravelOn).
“The partnership with Wego gave Tourism Australia a fantastic platform to showcase why there’s nothing like a holiday in Australia through various consumer touchpoints. The combination of research and insights about the target customer, leading them to inspirational destination content and providing them an easy way to book their holiday has helped to increase awareness and appetite for Australian holidays. This campaign is part of our continuous efforts to raise Australia’s appeal as a holiday destination amongst Indonesians using locally relevant content and convert them to actual visitation,” said Michael Newcombe, Regional General Manager South/SE Asia & The Gulf, Tourism Australia.
“We understand the importance of content in our marketing efforts; to capture the imagination of travellers and inspire them to visit a destination, while also providing them with an easy way to fly and stay there,” Hills continued. “This campaign is a perfect example of the effectiveness of how showcasing a fantastic destination like Australia, using Wego’s reach and expertise, can hit all the right success criteria and deliver game-changing results for a client.”
“This award is a tribute to Wego’s talented team and highlights our ability to support our partners to deliver a complete co-branded campaign, incorporating targetted, inspirational advertising and editorial content,” Hills concluded.