“Time Out has become a core element of our marketing and advertising strategy. They are an embedded and engaging source of high quality content in the Australian hospitality and entertainment industry.”
Joe Macleod
Central Marketing Manager, Australian Venue Co
Campaign objectives
Awareness.
Visitation (trial of winter activation).
Engagement (social media engagement with content and activations).
The idea
Time Out collaborated with AVC to create a curated guide to winter in Melbourne, profiling the AVC group’s owned venue installations, activations and winter offerings.
Time Out decided to create a ‘superlist feature’ broken down into three core areas – igloos, winter rooftops and seasonal menu specials – that read and looked like a native content piece.
Campaign execution
Superlist
"How to make the most of winter in Melbourne" received nearly 13k page views
Dedicated eDM
CTR was more than 50% higher than normal
Facebook
Sponsored Facebook post
How we worked
Time Out proactively approached AVC to create a thematic feature rather than just promote the offerings as standalone promotions. This was a) a cost saving and b) allowed readers to deep dive into similar/relevant content.
The results
This campaign more than tripled the projected page views and achieved an engagement rate of 7.75% (average engagement is 4.10%)
The dedicated eDM click through rate was more than 50% higher than Time Out's average of 9.88%.
This reflects our strong audience alignment and the deep level of audience interest in this content.
Time Out says…
AVC is a longstanding client and supporter of Time Out. Our ongoing relationship means that we are able to collaborate on evidence-based content ideas gained through an understanding of our shared audience and their interests as reflected in past campaigns. This winter feature package is a prime example of when audience alignment, ongoing partnership, client offerings and content curation come together in perfect harmony to achieve an outstanding result.
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