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ATAS recognised by 1 in 5 Aussie Travellers!
We remain committed to raising awareness of ATAS among consumers and we are thrilled to share that ATAS is getting the attention of travelling consumers.
In 2015, CHOICE commissioned an independent research study which revealed that ATAS’ awareness amongst consumers is 19%, or 1 in 5 Aussie travellers. The national study was conducted on 18 – 75 year olds who had undertaken domestic travel in the past 12 months and international travel in the past 2 years. This was also the target audience for all our marketing and PR activity.
Travel agents still have a strong relevance amongst travellers. Half of all surveyed respondents (49%) also said they had used a travel agent in the last 12 months. Of these, 71% said accreditation with ATAS was a key determining factor in the choice of travel agent, along with experience and professionalism of staff.
Here is just a taste of some marketing initiates we have undertaken to ensure consumers travelling in the next 12 months choose to book with an ATAS accredited travel agent.
AFTA is partnering with the Tasmanian Government to launch the major consumer campaign promoting the advantages of booking with an ATAS accredited travel agency. The campaign embraces TV, radio, print and online and will run throughout September and October including the following;
Print - Mercury Newspaper advertisements to reach 368,000 consumers.
Radio - 7HOFM, LAFM, SEA FM Burnie, SEA FM Devonport focusing on Breakfast and Drive segments with a reach of 556,346.
TV - TAS 7 Aggregated + TAS 7TWO specifically targeting Southern Cross News, The Morning Show, Seven News at 4, Evening Drama and Weekend Sunrise to reach 569,800 consumers.
Digital - Display advertising and True View (15sec ATAS TVC)
Targeting TAS Residents, Female Skew, Travel intenders (next 12 months) and specifically;
We want consumers to know that by choosing an ATAS accredited travel agent, they receive the highest-quality advice and expertise from travel industry professionals, with access to the best suppliers and offers in Australia and around the world.
Regional ATAS TV Campaign - January to March 2016
Following the success of the ATAS TVC on Nine Entertainment in Sydney, we have expanded the campaign into regional areas of Australia.
The regional TV campaign launched on Sunday 31 January and will run until early March.
The 15 second TVC and will air on the Nine network - WIN, NBN, GO and GEM, and reach a potential audience of over 3.64 million consumers in regional Australia.
The initiative is part AFTA’s broader marketing strategy aimed at reaching, informing and exciting consumers about the positives and added benefits of booking travel through a professional ATAS accredited travel agent, in particular highlighting those members located in regional areas.
Sydney TV Campaign - November 2015
After just 14 months since AFTA launched ATAS, 1 in 5 consumers are aware of ATAS. This is something we are very proud of and as our ATAS participants you should be too. It is our combined efforts of educating the consumer that has lead to such an outstanding result.
As part of our ongoing commitment to consumer education we will run a 15 second TVC on Channel 9 in Sydney. The commercial will begin the week commencing 15 November and run until Saturday 6 December 2015.
This new activity will have a powerful impact and mass exposure reaching more than 4 million consumers in total and more than 1 million of our core target audience, females 25 -54 years old. The advertisement featured during shows like Today, Mornings, The Ellen Degeneres Show, Nine News Now and Nine’s Afternoon News (to name a few).
Live on radio throughout March 2015...
A series of radio advertisements also ran on 2BG Radio, The Travel Show and on the following commercial radio stations during November 2014;
Adelaide Brisbane Melbourne Sydney
We are committed to educating the Australian consumer of the importance of always booking with an ATAS accredited travel agent when planning a holiday. Below is a snapshot of the variety of print mediums ATAS has featured in to-date.
Award winning Niche Magazine of the Year in 2014 and a readership of 76,000 each month, it's natural fit for ATAS to feature in The Australian Traveller magazine. Aligning with our core demographic of reaching females between the ages of 25-55 who are looking to travel within the next six months, the Australian Traveller is a perfect fit for the savvy Aussie consumer inspired to travel after reading the magazine.
Aug/Sep Issue
The luxury travel inspiration magazine International Traveller reaches half a million Australian consumers every issue. With key placements in Virgin, Qantas and Emirates airport lounges and 2000 copies circulated within 4.5 - 5 star hotels, ATAS is perfectly placed to reach both experienced Aussie travellers and those considering International travel.
Sept/Oct Issue
Get Up & Go magazine has a loyal readership in the 50+ age group, who are retired or semi-retired, cashed up, and prepared to travel the world.
Distributed nationally to a circulation of 25,000 Get Up & Go magazine attracts a readership of 70,819 offering the perfect platform to reach our senior travel conscious Aussies.
Winter 2015 Issue
Autumn 2015 Issue
This exclusive magazine is the only official souvenir publication of the VRC, reflecting the glamour and excitement of the Melbourne Cup Carnival. This stunning 140-page celebration of the race that stops a nation includes articles by top racing journalists, entertaining lifestyle features and gorgeous fashion spreads.
Released in mid-September to Members, and on newsstands in October, with a distribution of 40,000 including VRC members and provided in guest rooms in a selection of key hotels.
To reach Western Australian consumers, ATAS featured in Horizons, the RAC membership magazine in WA which is distributed to over 520,000 households and yields a readership of 720,000.
RAC WA Horizons Magazine - Oct/Nov Issue
In-Store ATAS Poster (6 locations)
Featuring in the Royal Automotive Club of Tasmania (RACT) reaches 170,000 households via their member magazine.
To appeal to the self-drive, 55+ seniors demographic our ATAS marketing is easily adaptable to suit the market segment.
Vacations & Travel Magazine has an impressive readership of 160,000. To complement the full page ATAS advert within the publication we have also taken a digital advert on the Vacations & Travel website to leverage the readership visiting the website, reinforcing the key messaging.
Vacations & Travel Magazine - Q1 (Jan/Feb/Mar 2016) Issue 97
Vacations & Travel Magazine - Q4 Issue (Oct-Dec 2015)
Vacations & Travel website - ATAS tile advert
We created this advertisement to appeal to the luxury traveller and published it in The Australian newspaper's luxury WISH Magazine
WISH is the design and style title for the most exclusive and affluent Australian consumers. Published on 6 February 2015 we reached 88,108 consumers who believe life is all about "luxury" "quality" and believe in fashion, world travel and fine dining.
Over 1.2 million travelling consumers are exposed to the advertisement every time we feature in Qantas' 'The Australian Way' or Virgin's 'Voyeur'.
Advertisements have been placed in November 2014, February, April, June, July, September, October and November in 2015.
Research tells us that Seniors are the most likely target audience to use a travel agent when buying travel. To ensure they use an ATAS accredited travel agent over a non-qualified business we placed advertisements in dedicated Senior Publications.
This advertisement in the Seniors reached over 1.35 million consumers aged 55+ during October 2014 and was distributed to every state and territory across Australia.
Signature is the voice of the luxury travel and lifestyle market, a magazine that speaks to a sophisticated and financially independent audience with a passion for travel.
Signature’s distribution reaches Australia's most affluent demographic for consumers of luxury, targeted through strategic alliances the magazine has a distribution of 33,000 copies and readership of 110,000.
Signature Luxury Travel & Style - Volume 20 2016
AFTA has partnered with Australian Senior Publications to give our ATAS accredited agents a unique co-operative marketing opportunity in The Senior Newspaper.
Running two separate campaigns one in March then again in November both featured across different states, where the editorial centered on the benefits of booking travel through an ATAS Accredited Travel Agent. ATAS participants have the opportunity to take an advertisement at a special discounted rate with the adverts featuring around the ATAS editorial.
To assist our ATAS participants in educating your clients on ATAS and what that means for them when booking travel, we have worked with participants in producing jointly branded marketing materials.
If you would like to use the ATAS consumer flyers with your branding, simply email us brand@afta.com.au to request the graphic artwork files, or simply download the unbranded consumer flyers here Consumer Flyers
Here are a few examples below;
