How the power of collaboration helped Tourism Australia takeover Australia
Off the back of helping Tourism Australia launch one of its biggest weeks of domestic marketing ever, Nine’s Powered by, head of creative solutions, Caitlyn Brukarz-Smith, explains how dynamic media mix, trust, and an agile team sits at the heart of the most impactful media partnerships.
While the idea of a media partnership has been around for a long time, it quite often still requires the planets to align on strategy, targets and message to ensure a meaningful outcome is delivered. This is a process that can frequently involve multiple rounds of briefs, and meetings between multiple stakeholders spanning media owner, media agency, creative agency and client to get us to the finish line.
But when the planets do align, which they did in the case of Tourism Australia’s “Travel Takeover Week campaign”, you realise success doesn’t necessarily need the long-winded time investment we have all come to believe big campaigns take. It just needs a lot of trust from all parties involved, and it helps when you work with a partner who can bring all the key media assets together under one roof.
TRUST TRUMPS TIME
Time was never going to be a luxury when it came to responding to Tourism Australia’s brief. Based on the changing tourism landscape, we had to think fast and smart in the way we responded.
Nine is Australia’s largest locally owned media company with investments spanning television, video on demand, print, digital, and radio. Nine’s assets include the 9 Television Network, video on demand platform 9Now, talkback radio stations 2GB, 3AW, 4BC, 6PR, 2UE, 4BH, 6GT, Magic1278, major mastheads such as The Sydney Morning Herald, The Age and The Australian Financial Review, digital properties such as nine.com.au, 9Honey, Pedestrian.TV and CarAdvice, subscription video platform Stan, and majority investments in Domain and Future Women.
