Bauer Media Group and Top Tourist Parks today finalised a multimillion-dollar, two-year media partnership that is aimed at driving the park group’s strategic marketing objectives.
The new campaign is set to launch in September and draws on research from Roy Morgan and BDO that identified key segments of Top Tourist Parks’ target audience.
“Our research not only highlighted the types of people who currently use cabins, but also the fact that the cabin users of tomorrow are more likely to be camping now, rather than caravanning,” says Grant Manson, the sales director for CDMedia, Bauer’s media agency.
“The range of Bauer brands taking part will see this campaign reach in excess of nine million Australians, including 20% of the existing cabin market. On top of that, the Bauer activity will provide Top Tourist Parks with unprecedented visibility among the target family audience,” he says.
Bauer Trader Media chief executive, Keith Falconer adds, “We have had a strong relationship with Top Tourist Parks for many years, and this marks a new phase in our partnership.
“The marketplace continues to evolve and the board of Top Tourist Parks have again demonstrated their vision by investing in media assets that will allow them to meet the ever changing needs of key stakeholders, consumers and the parks themselves,” he says.
The campaign will run across Bauer Media’s titles including The Australian Women’s Weekly, Woman’s Day, Take 5 and Australian House & Garden, as well as the highly targeted audiences attracted to the Discover Downunder TV program – airing on the Nine Network and WIN – and the program’s website, Australian Geographic, Caravan World and Camper Trailer Australia.
“Developing the cross-platform deal incorporating print and digital across the Bauer network and TV was fundamental in delivering a campaign that can be measured against Top Tourist Parks’ objectives,” Falconer says.
The campaign creative will feature an advertorial series, designed by Bauer Media, which will run across all the target titles from September and culminate in an eight-page booklet within The Australian Women’s Weekly.
Top Tourist Parks has also signed up as the Park Partner for the 2014 series of Discover Downunder and will continue its tactical investment with key Bauer Trader brands including Caravan World (including Year Book), Camper Trailer Australia and Turu.com.au.