Australia's biggest travel publishers, Australian Traveller Media, has recently released the topline results of a major content partnership. 

The centrepiece of the six-month campaign was the publishing of the 100 Things to do in Canada Before You Die in October 2015 in both print and online.

“After consulting with Destination Canada throughout August, exploring their key objectives and overlaying them against the traveller's path to purchase we created the 100 Things to do in Canada Before You Die,” says Quentin Long, Australian Traveller Media's managing director.

An online poll of Australian Traveller Media's 'constant traveller' audience and key industry in Australia and Canada produced a list of more than 1300 unique Canadian experiences. These nominations were presented to a global panel of expert judges who then decided the final list of 100.

The highly sought-after '100' list was published on a custom micro-site, built and designed to move travellers seamlessly from dreaming to planning and booking.

The results were outstanding:

• More than $550,000 of exposure generated
• Close to half a million active user engagements across the microsite and social media
• An average of 2.57 mins on each piece of content
• A conversion rate of more than 2%

Donna Campbell, managing director at Destination Canada, praised the campaign: “A highly creative campaign that generated remarkably high engagement for Canada content, sending readers all the way down the path to purchase. [Quentin's] business nuance and creative talent, combined with the expertise of his team, is a recipe for an ongoing successful partnership with Destination Canada as we work together to entice Australians to explore Canada NOW.”

“Our unique content marketing methodology, which takes travellers through the entire path to purchase, while maintaining incredibly high quality editorial and engagement, is our competitive advantage,” says Long. “It is a sign of just how successful this campaign was that we have been able to apply the lessons we learnt to two more campaigns, one launched in April and the other launching in October.”

Australian Traveller Media's mission is to connect people to incredible travel experiences in any media. Contact us for a free consultation on your content marketing needs.

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For more information or to arrange a meeting with Quentin Long please contact:
Tobi Cornwell
Marketing Manager
0414 700 409
tcornwell@internationaltravellermag.com

Launched in 2012 for the modern explorer, International Traveller magazine is Australia's premium travel magazine. It features trustworthy travel advice for experiences ranging from zero to six-stars, from every corner of the globe. It's on sale every other month and available from all good newsagents and supermarkets.