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Designed by Tribal DDB, new site to drive market share and raise brand awareness

Today, Tribal DDB launches the redesigned site for Austravel, the leading travel specialists to Australia and New Zealand.

With a greater focus on using online as a marketing channel, the new site is at the heart of Austravel’s strategy for increasing its market share and raising brand awareness. Tribal has launched a search marketing campaign for the travel company, Austravel’s first venture into online advertising. The site will also showcase Austravel’s new rebranding campaign, also developed by Tribal.
Designed to communicate Austravel’s expertise and intimate knowledge of Australia and New Zealand, the site is based on the theme of ‘sharing secrets’. The site shows beautiful photographs of Australian and New Zealand landmarks, each revealing a ‘shared secret’. For example, accompanying information about Adelaide is the top tip, ‘If you find yourself needing respite from the scorching summer sun, why not strap on your skis or skates? The indoor rink and slope in Thebarton is open all year.’
Laura Southwell, Marketing Manager at Austravel, comments, “This is the first time we have used online as a lead channel to position our brand to consumers, as well as for driving sales and market share. Tribal understands the importance our customers place on discovering travel secrets and has created our new site to deeply and effectively illustrate this connection.”

Alongside the site’s beautiful images, Tribal has created a range of interactive content, including an interactive map. Built in Flash, consumers can click on a number of destinations, which brings up images and information on the location.

Neil Hughston, Head of Client Services at Tribal DDB, comments, “Booking this kind of bespoke holiday is based on a highly personal agenda, where cost is not the main driving factor. The site’s secrets theme reinforces Austravel’s intimate knowledge of this part of the world and, at the same time, offers consumers a more personal and unique online experience.”

Further content and functionalities will be launched later in the year, including a forum where consumers can share their travel secrets, a relaunch of the site’s booking system and a section where a travel itinerary can be planned.

The site is being promoted by email that will be sent to 80,000 people across 4 databases.

Editor’s notes

About Tribal DDB
Tribal DDB is a top ten international digital marketing agency, with a strong reputation for strategic thinking and excellent creative work. Tribal DDB delivers the full spectrum of digital services from online marketing, media buying and planning and strategic direction through to web design and programming.

Tribal DDB clients include: Marmite, Volkswagen, Harvey Nichols, Guardian, Nationwide, BT Yahoo!, Philips and TUI.


Anna Vickerstaff
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 17th June 2005