Destination Gold Coast is doubling down on the success of its Itineraries native content campaign by continuing its partnership with Avid Collective, leveraging the voices of many digital publishers to bring a range of unique experiences to life through suggested itineraries.
As part of the first campaign, Destination Gold Coast and Avid Collective designed a solution that would cultivate incremental audiences to support the strongly built existing core market, using native content to showcase the breadth of experiences to dive into on the Gold Coast, from romantic dinners at Burleigh Heads to underwater thrills at Wonder Reef.
Destination Gold Coast and Avid Collective collaborated with numerous publishers including Urban List, Boss Hunting, We Are Explorers, Gourmet Traveller, Signature Luxury Travel & Style, Elle, Marie Claire and Where To Travel, to create bespoke invitations and itineraries tailored to the interests of its audiences.
The initial campaign delivered well over 100,000 article views with an average dwell time on long form articles of over 3 minutes and 40 seconds, coupled with a clickthrough rate of +5.8%.
The partnership will take this narrative to the next level as publisher partners embark on completing their own custom-built itineraries for travellers, brokered by Avid Collective, highlighting the editors’ first hand experiences through a series of written and video content.
Luke Spano, MD at Avid Collective, said Destination Gold Coast truly leveraged the power of native content with their Itineraries campaign.
"It has brought to life the city and surrounding areas in a myriad of environments, leveraging different publisher voices to showcase the broad range of experiences travellers can have on the Gold Coast, and has done so in a way that just isn’t possible through other advertising formats. It is truly best in class work," said Spano.
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