Wotif's latest campaign focuses on domestic tourism with personal digital-led approach

Local travel booking site debutes social and PR campaign focused on Australian towns

The managing director of Wotif says the travel booking site's latest campaign effort aims to be bold, meaningful and personal. And it's focusing on digital channels over TV to achieve it.

Wotif has launched its latest campaign, 'The Festival of Wot?', a countrywide competition which aims to highlight domestic Australian tourism by showing the unique and different facets of small town destinations around the country.

“The idea was born by looking at the success metrics of the Next Big Thing campaign and looking at what we wanted to do next. And we wanted to continue being bold, creative and meaningful and be social and PR-led and do something that engages the Australian public,” Wotif Group managing director, Daniel Finch, told CMO

The initiative comes after research conducted by Wotif found Australians have visited fewer than 1 per cent of Australia’s towns, despite three quarters (75 per cent) of people reporting they are willing to detour to uncover something unique. What's more, over half of all Aussies making holiday choices based on the potential to learn or experience more of Australia.

“Australians hadn’t explored as much of Australia as what we would think. The Next Big Thing was about uncovering destinations that should be on people’s Bucket List and it was also about the fact that the big things in these destinations, say the Big Banana in Coffs Harbour, drove local tourism,” Finch explained. “It put those destinations on a map with a representative visual.”

The Festival of Wot campaign is the latest initiative in the roll out of the travel site’s 'It’s Aussie for Travel' brand platform, which has been developed by Ogilvy. Finch told CMO the messaging captures the sites history and knowledge of local travellers.

“We’ve got a lot of data to back up our heritage within the travel scene, which is representative of how Australians travel, and we have over 2 million reviews from Australian travellers and our brand is very Australian geared to help Australians travel,” he continued.

What's more, Finch said Wotif eschews large-scale media such as television commercials in favour of more personal, intimate messaging, which is possible using social. In turn, he suggested the latest campaign can be more meaningful and deliver more impact.

“By having engagement with regional Australia, by having the bold, creative approach in The Next Big Thing and Festival of Wot campaigns, we’re putting provocative ideas into the minds of Australians about our destinations and giving them reasons to consider going there," he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in