Karisma fully embraced an opportunity provided by Tourism Australia to partner Globetrotter, Europe's fastest growing outdoor, adventure and travel apparel company, in a multi-faceted trade and PR consumer campaign in 2010.

A separate Globetrotter 4-Seasons magazine with a circulation of 400,000 copies also featured a 16-page Australia insert together with a DERTOUR supplement featuring tactical offers in partnership with Qantas and NT tour operators.

A photo-shoot was conducted in the NT and resulted in the production and circulation (1.3m copies) of a 106-page Summer Special Australia catalogue that for all intents and purposes had the appearance of a dedicated Central Australia promotional publication.

The overall campaign was integrated with the DERTOUR Lander Special trade training exercise in Central Australia for 80 selected front-line agents plus 8 product managment and salles promotional staff, also initiated and organized by Karisma, so as to maximise the sales conversion potential of the promotional association with Globetrotter.


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