The Bottle-O, Australian Liquor Marketers (ALM) liquor retailer, and its media agency Starcom have partnered with Concrete Playground to help travel loving young Australians plan their Easter long weekend.
The road trip content series includes editorial on camping hacks and the best campsites in Sydney, Melbourne and Brisbane, as voted by Concrete Playground readers.
For holidaymakers who prefer the great indoors, there will also be articles on popular retro-inspired motels.
The Bottle-O has a network of retail stores in regional areas across the country. Last year, among Australians who travelled during the Easter period, 63% did so within their own state, and 34% interstate.
ALM senior marketing manager, Clare Adamiak, said: “This is a great partnership for us with Concrete Playground. We have a large regional base across our retail network and through this platform we are able to showcase these great locations, but also reach our metro and regional shoppers by tapping into what Aussies do best – travelling across our great country and enjoying themselves.
"Easter is one of our largest, key selling periods and it’s important for us to partner with the right platforms and where our shoppers are.”
Starcom client services director, Jacqui Purcell said: “We know in the current economic climate, that people are looking for a long weekend getaway that doesn’t break the bank.
"The Bottle-O stands for ‘Good Value’, with our goal of making the shopping experience easy and fun. This content partnership allows us to bring the brand proposition to life, inspiring consumers with ways to create a ‘Good Value’ weekend.”
Tahlia Phillips, Concrete Playground GM, said: "Encouraging readers to elevate their play is at the heart of Concrete Playground’s mission, and we’ve spent over a decade inspiring them to eat, drink and explore in their own backyards.
“We’re excited to partner with ALM at one of the busiest times of the year to connect Australians with unique domestic travel experiences that they can have with a cold one in hand."
Concrete Playground is an independent digital publisher that operates city guide websites in seven cities across Australia and New Zealand.
The Bottle-O’s Easter campaign also includes regional TV, national BVOD and social activity.
Credits:
Starcom
Jacqui Purcell, Client Services Director
Cassie Coyle, Account Director
Ashleigh Tucker, Account Manager
Angeline Hartono, Performance Director
Angela Chai, Account Executive
Jonah Curline-Wandl, Account Coordinator
ALM
Josh Gaudry, General Manager Marketing, Digital & Loyalty
Clare Adamiak, Senior Marketing Manager
Rebecca Bradley, Campaign Manager
Concrete Playground
Cinzia Giacchi, Partnerships Ella Geracitano, Client Services Grace MacKenzie, Branded Content
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