A performance-based reward and tactical campaign cooperation with STA Travel that provided customers with the opportunity of a bonus valued at more than $100 when they booked an international ticket for travel that included Darwin as either the Australian gateway or port of exit, or a bonus of half of that value for the purchase of a domestic ticket for travel to Darwin, Alice Springs or Ayers Rock from any Australian domestic port.

Both offers were conditional upon a minimum stay of 4-nights in the NT.

The overriding objective was to increase market-share by targeting young travelers, especialy German working-holidaymakers planning to go to Australia and to motivate and incentivise them to go to the NT directly or from the east-coast as "the place to be!"

The ambitious target of 500 passenger bookings was well and truly exceeded and the campaign was extended due to its success with the end direct result being more than 850 passengers and more than 6,500 reported nights in the NT.

The campaign coincided with the inclusion of Darwin as the only Australian gateway linked into a Round-the-World-Ticket promotion, exclusive to STA, thereby increasing substantially the number of STA Central Europe booked visitors to the NT and also a Tourism Australia global youth campaign promoting “Working Holiday in Australia”.

The cooperation with STA Travel, an influential Central European trade fulfilment partner with more than 70 retail shops, gave rise to both short-term measurable sales results and positive longer-term selling behavioural outcomes.


Back to top