Connoisseur’s Australia

“Mr & Mrs Smith Connoisseurs’ Australia in association with Emirates” was an integrated, multi-channel editorial campaign featuring leading experts in key categories giving their views on what makes Australia so special within their own fields of expertise including: Wildlife, Cuisine & Wine, Culture, Art and Adventure.

Our connoisseurs for the campaign included leading chef, Rick Stein, BBC’s Spring watch presenter Nick Baker, adventure broadcaster, Charley Boorman and C4’s property guru, Phil Spencer among others.

The content was hosted within a dedicated Connoisseurs’ Australia section of the Mr & Mrs Smith site with branded video carousels delivering a series of 3-4 minute interview-style films with each of the connoisseurs. The content hub was integrated with Emirates flight checkers, content and call to action advertising. A branded, large format content unit was then used to distribute the editorial across the MMS site and beyond. A competition invited users to sign up to win one of the amazing trips described by our connoisseurs.

The content was then amplified more widely using print, digital and radio through a series of advertorial features in The Telegraph, a 20 page magazine in The Times as well a series of BTAs on Classic FM

The campaign was highly successful, delivering on all KPIs, and resulting in a significant uplift in bookings to Australia. The campaign also won a CIM Travel Marketing Award commendation


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