The Australia Family Playtime campaign was a partnership between Singapore Airlines, Tourism Queensland, Tourism New South Wales, Tourism Western Australia and a consortium of 15 Aussie Specialist Agents.  This was the second year partnership among the states and Singapore Airlines, following the encouraging success of the previous Australia Family Playtime campaign.

The campaign focused on a high value proposition that encouraged touring beyond the gateway cities. During the campaign, the emphasis was on immersive experiences based around the themes of adventure, wildlife and country retreats. State-specific ground content packages were promoted alongside attractive airfares aimed at first time and repeat visitors looking for a family destination over spring and summer.

The tourism industry supported the campaign and encouraged conversion by providing an incentive that the first child stayed, ate and played for free (with every two paying adults) for all bookings received by a certain date.  The timing of the campaign coincided with the period of increased consumer demand for year-end school holiday travel and leveraged the NATAS Holidays consumer show.

This joint campaign enabled the four states and Singapore Airlines to work on a bigger and more impactful umbrella campaign than could be delivered independently, but which still provided the platform for state specific opportunities in terms of brochures, advertising and package inclusions.

For more information please click here to download the information brochure.