


	IFRA XMA Cross Media Awards 2008 projects





	Company: Weekend Weekly
	Project name: Tourism Australia (TA)

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	Weekend Weekly (WW) is the leading Chinese travel and dining weekly magazine in HK which combines up-to-date information with down-to-earth smart shoppers’ tips. We have the highest percentage of frequent flyers both on business and at leisure among other similar magazines in Hong Kong. Travel Portal of our Official Website is also among the most popular travel websites in Hong Kong.

	Project description

	1. Advertorial Coverage：4 issues over 6 months; 2. Editorial Coverage + Cover Exposure; 3. Mini Roadshow at ‘Travel Gallery’ Citylink Plaza, Shatin (26 & 27 Apr 08); - kick-off ceremony - free distribution of 3,000 WW x TA booklets - gift redemption program 4. Australia mini-site on weekendhk.com (Dec 07 to Feb 08).

	The basic idea of the project

	Objectives： - Maximize exposures in 6 months; - Promote Australia as a popular short break excursion; - Increase desire to travel Australia; - Boost up sales of Aussie Short Break tour package; - Liaise with the travel-themed venue to satisfy the promotion outcome. Background： In study of previous figures, among those who visited Australia, a large percentage is repeated visitors. In regard to this, TA would like to arouse interest and motivation of first-time visitors with tactical promotion of Australia as popular short break excursion destination.

	Used media channels


	Event(s)		Supplement/Magazine

	Book(s)		Online

The implementation

Given modern travelers enjoy the convenience of online research for travel information; our Online Development Division initiated the construction of an Aussie mini-website. The message of ‘Short Break Australia’ is strengthen with increased travel desire through both advertorial and editorial effort. Readers are referred to the Aussie mini-site for further information. The online campaign provided a powerful search engine for previous WW Australia travel stories and stimulated in-depth conversation among web users via a Travel chat-room platform.
With the support of travel agents partners, a series of Aussie Short Break packages have also been developed with different value-added offers during travel low season. The WW x TA road show at Citylink Plaza draw consumers’ attention to the campaign through booklet distribution and gift redemption.

Image(s)

Links

www.weekendhk.com/australia

Project results

Since the campaign has launched, TA saw a positive growth of consumer awareness of Australia as well as an increase in confidence to travel to Australia on Independent Traveling format. Monthly page view report has shown an encouraging 48% increase for Australia.com since the launch of WW Aussie mini-site online campaign which paved way for future TA online promotion development.