The objectives of the print campaign were to create awareness and stimulate consumer interest and demand for the Qantas Walkabout Pass; to drive traffic to trade partners, qantas.de and australiasoutback.de and to promote the value of the Walkabout Pass as a means of travelling to, within and from Australia’s Outback.

Two separate versions (French & German) of a full-page, four color Qantas Walkabout Pass advertisement were developed and featured in Tourism NT initiated supplements.

In collaboration with National Geographic France and separately with GEO Saison in Germany, we produced and inserted Australia’s Outback Northern Territory titled, National Geographic and GEO Saison-branded, 32-page French and German-language booklets in the January 2015 editions of National Geographic France, CA M’Interesse and the French version of GEO (total 286,000 copies), followed by the February 2015 issues of GEO Saison, STERN and GEO (total 550,000 copies), respectively.

The print ads included a visual map representation of Australia that identified NT destinations of Darwin, Alice Springs and Ayers Rock and an indication of the Qantas domestic air services that are available via the Walkabout Pass to each of those locations.


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