We produced a German and also a French-language 32-page, A5 sized Australia’s Outback Northern Territory booklet branded in National Geographic Traveler format and inserted it into the April 2014 edition of National Geographic Deutschland (circulation 220,000), the March 26 edition of the Süddeutsche Zeitung (circulation 560,000).

The campaign objective was to stimulate consumers with stories, characters and images of the natural and cultural landscape of the NT and tactical offers.

The campaign, conducted during the traditional selling period for long-haul travel to Australia; coincided with the relaunch of the German-language website - a platform featuring the diversity of trade partner campaigns, airline offers and social media interfaces and touch-points; increased consumer demand and the prospect of conversion; provided a platform for trade partner engagement and retargeting and increased the NT product presence in the online travel agent space.

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