TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

“Queensland is an amazing destination – and much more accessible than many people imagine ….Immediate Media Co


Immediate Media Co – the special interest content and platform company – has won a major new partnership with Flight Centre and the Tourism and Events Queensland through its new central creative content studio, Imagine.

The integrated cross-media campaign – which also involves Tourism Australia and was developed in association with Havas Media Group – will run throughout October and November across key Immediate brands including BBC Good Food, Radio Times and Lonely Planet Traveller.

Designed to demystify the idea of Queensland as a ‘once in a lifetime’ destination, the Discover Queensland campaign creates excitement for the Australian state through some of the best-loved brands in UK media, which between them reach over 11m million super-engaged consumers every month. The campaign includes print and digital activations, an interactive fun itinerary builder and themed native content around the rich culture of Queensland – from the Great Barrier Reef to the state capital of Brisbane, as well as wider Australia.

Imagine Partnerships Director Cath Waller says: “Queensland is an amazing destination – and much more accessible than many people imagine. There’s so much you can pack into a fortnight, and we wanted to show our audiences how easily they could make it happen. Flight Centre, Tourism and Events Queensland, Tourism Australia and Havas are ideal partners for Imagine – they absolutely share our commitment to powerful creative ideas delivered brilliantly.”

Head of Retail Marketing for Flight Centre Sue Johnson commented: “Australia has always been a favourite for Flight Centre and Queensland is a very special place. Bringing it to life with amazing partners like Tourism and Events Queensland, Tourism Australia, Imagine and Havas is something we’re very excited to be part of. We hope it inspires our customers to experience Queensland for themselves.”

Havas Media Group Head of Partnerships Daren Benton adds: “We’re delighted to be partnering with Immediate through Imagine for Flight Centre’s Autumn Queensland campaign. Imagine have shown themselves to be the perfect match for engaging with an audience considering Queensland as a holiday destination, using a number of their key brands, including BBC Good Food and Lonely Planet. They’ve created an innovative Itinerary Builder as part of the campaign, and no doubt Flight Centre will see a flurry of holiday enquiries!”

Imagine (www.imaginebyimmediate.com) delivers innovative audience-led solutions for commercial partners. It has full access to Immediate’s world-class creative and editorial expertise, and the award-winning 30-strong content studio is supported by specialist video and photography facilities, rich insight and unique data services.

Immediate reaches over 18 million affluent and engaged UK consumers monthly through its market-leading magazine media brands across a range of special interest sectors, including TV & Entertainment, Food, Cycling, Parenting, Weddings and Craft. Immediate recently acquired TV and online shopping platform Jewellery Maker as part of its platform evolution strategy.