Adventure.com launches first-ever commercial partnership with Tourism Tasmania and Jeep Australia
Adventure.com has released a a mini-documentary series as part of its commercial partnership with Jeep Australia and Tourism Tasmania.
The announcement:
Adventure.com, the global responsible travel publication owned by Intrepid, is kicking off its first-ever commercial partnership this week with Tourism Tasmania and Jeep Australia.
In a four-part mini-documentary series, Adventure.com follows Tasmanian chef Lilly Trewartha as she embarks on an all-electric journey across the Apple Isle, visiting some of its most innovative chefs and suppliers and soaking up Tassie’s iconic scenery along the way.
The campaign will also roll out five editorials, a consumer giveaway and brand display published across Adventure.com’s site and social channels, with additional amplification via Tourism Tasmania, Jeep and Intrepid’s social channels and newsletters. “Adventure.com is committed to helping bring about a more conscious and curious future of travel through impactful storytelling,” says Adventure.com editor-in-chief, Oliver Pelling. “Partnering with brands like Tourism Tasmania and Jeep means we can share these examples of low-emissions, community-focused travel experiences with more people than ever.”
Arriving in Devonport on the Spirit of Tasmania, the series follows Trewartha as she drives a big loop of the island—visiting iconic eateries such as Matt Adams’ Timbre Kitchen in Legana and the Lobster Shack in Bicheno, as well as lesser-known spots such as Palawa Kipli, the first Tasmanian Aboriginal food business in Australia. At each stop, Trewartha explores how each producer balances world-class cuisine with caring for Tasmania’s pristine environment.
“Tasmania has strong credentials as a foodie paradise, supported by distinct natural landscapes and a host of talented chefs and producers that call our island home,” says Tourism Tasmania CEO Sarah Clark. “Lilly Trewartha is a passionate advocate for sustainable food experiences, and we are excited to have worked with the team at Adventure.com, Jeep Australia and Spirit of Tasmania to bring this gastronomic road trip to life.”
Trewartha travelled around Tasmania in Jeep’s new all-electric Avenger EV—the iconic car manufacturer’s first-ever electric vehicle—and made use of the island’s fast-developing EV charging network. “Having the opportunity to showcase the new Avenger in a destination as stunning as Tasmania, and a publication as aligned as Adventure.com, is what makes our work so much fun,” says Jeep brand marketing manager Symon Van Haalen. “Authentic storytelling, epic partners and seamless integration are a must for us, and the Adventure.com team nailed it.”
Adventure.com was founded by Intrepid to support the future of travel journalism and push the responsible travel conversation forward. Since 2022, the publication has been run by Good&Proper, a B Corp indie agency in Melbourne, founded by Pelling. The publication was crowned ‘Travel Media Website of the Year’ and ‘Consumer Publication of the Year’ in 2024 at the TravMedia and Travel Media awards respectively. Pelling says Adventure.com has enjoyed over 100% YoY growth annually and now reaches more than two million travellers around the world.
He adds: “We’ve only just opened Adventure.com’s partnership wing this year, and for Tourism Tasmania and Jeep to come on board as our first partners means the world to us. We’re all about partnerships that make a positive impact, and we’re excited to get this campaign out there.”
Adventure.com will be donating 100% of profits from commercial activity to The Intrepid Foundation, Intrepid’s non-profit, which will then be distributed to a range of social enterprises all over the world—from Indigenous communities in Australia and zero-plastic initiatives in Sri Lanka, to conservation efforts in Aotearoa New Zealand and supporting women’s equality in Turkey.
“The ambition of organisations like Tourism Tasmania and Jeep Australia is helping us tell great stories that have a real-world positive impact far beyond the campaign cycle,” says Pelling. “This is the way we want to do business.”
Source: Adventure.com
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