News Corp Australia has launched a nationwide editorial campaign designed to rebuild consumer confidence in travel.
Over the next two months, the ‘Go For It’ campaign will see more than 200 editorial stories published across the News Corp network.
The campaign comes as The Growth Distillery’s Lighthouse Consumer Tracker, commissioned by News Corp, reports that 40 per cent of travellers are concerned about safety and security following geopolitical instability in the Middle East while a further 47 per cent cite cost pressures as a barrier to travel.
The content will be built around three distinct pillars informed by consumer demand:
- Domestic and close to home – With 48 per cent of Australians already leaning towards domestic travel, this pillar will help travellers discover the Asia Pacific region.
- Alternative journeys – 33 per cent of Australians identified travel experiences as their top content interest. This content pillar will include new routes, stopover cities and cruise itineraries that work around affected regions.
- Hacks and advice – practical guidance that addresses cost pressures. According to the consumer tracker, the top three types of content Australians find most useful when travelling are itinerary suggestions at 56 per cent, followed by offers and savings, and practical travel help both at 42 per cent.
Rebuilding consumer confidence
“This isn’t just content – it’s a confidence campaign. Australians are telling us they need honest, useful and genuinely inspiring stories that give them the confidence to stop waiting and start going,” News Australia’s head of food, travel and health Kerrie McCallum said.
“Through trusted journalism, real voices and on-the-ground guidance, we’ll remind them that the world is still open, still welcoming, and better when you’re in it.”
News Australia client partnerships national head of travel Emily Ross said that the campaign is a commitment to the wider travel industry.
“The travel industry has been doing it tough. Go For It is our commitment to using the News network which reaches 18 million Australians every month, to rebuild consumer confidence and keep Australians inspired to travel.
“We are proud to stand alongside our industry partners in that effort, and we look forward to working with them to make the most of this campaign,” she said.
