We teamed up with South Australia Tourism Commission, Tourism Northern Territory and Singapore Airlines to execute a rich content and display campaign using 50+ Lifestyle tastemaker site, High50. The campaign was designed to bring to life the diverse range of experiences on offer across both states for affluent 50-69 year old travellers.
The content focused on a range of themes including Urban, Culture, Food, Wildlife and Outback. A leading tour operator, Austravel provided itineraries to enable users inspired by the content to book their trip, flying with Singapore Airlines The original editorial content was produced by High50 and was delivered within a Singapore Airlines-branded dedicated section of the website. The content was then curated into a 24 page print supplement which was distributed to Austravel’s engaged database and inserted into the Guardian.
A major display campaign amplified the content further to High50’s organic audiences and The Guardian’s travel, culture and food sections using page takeovers and large format ad units.