“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.”
- Visitation (trial of winter activation)
- Engagement (social media engagement with content and activations)
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.
CTR was more than 50% higher than normal
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) cost saving and b) allowed readers to deepdive into similar/relevant content.
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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