Following Covid, Tourism Australia embarked on its “Come and say G’day” campaign, designed to encourage people to consider Australia as more than a once-in-a-lifetime destination. A key part of the campaign was a strategic travel content writing partnership with Mail Metro Media, making the most of its impressive collection of publications. This would be a large-scale and varied partnership, with content across both print and digital channels.
As a former travel and commercial editor at the Mail, Peregryn’s Sarah Gordon collaborates on a wide variety of commercial campaigns for the news company. On this occasion, she worked in close partnership with the commercial team to plan a travel content strategy that would encompass a wide variety of pieces, created to tight deadlines.
The complex editorial strategy resulted in print pieces going in newspapers and magazines as well as an engaging digital hub of features, round-ups and video content. For such an ambitious campaign, the project needed strict organisation and clear goals, with Sarah managing the creation of all content. Overall, it was a huge success and the client was delighted with the feedback and interaction from readers.
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