Winter campaign promoted at AFL

A Cairns & Great Barrier Reef holiday was given away at the St Kilda vs Hawthorn AFL game in Melbourne in front of 26,000 people on Saturday as part of the Escape Winter to the Tropics Campaign.

The game was also the launchpad for the new Escape Winter to the Tropics television commercial which will be screened nationally on Foxtel and on Nine and Ten in Sydney, Melbourne and Brisbane.

St Kilda co-captain Jarryn Geary and teammate Ben Paton (pictured) were in Cairns ahead of the game to experience the destination.

A film crew is capturing the highlights of their trip to Cairns & Great Barrier Reef to share with their fan base of more than 60,000.

The promotion is designed to entice AFL fans north when St Kilda is in Cairns next month to play the Adelaide Crows.

Running until 30 June, the Escape Winter Campaign also includes editorial in Holidays with Kids, Out and About with Kids, large format billboards, social media and digital partnerships with Newscorp and We Are Explorers to drive traffic to the destination website landing page and bookings to members.

New imagery showcasing tropical winter activities like visiting a tropical island, epic roadtrips and visiting farmer’s markets, sunny days on the beaches and Great Barrier Reef and warm nights sitting around a campfire are being used in the campaign.

Retail partnerships have also been undertaken to further increase opportunities for bookings, including holiday packages with Luxury Escapes and My Queensland.


[Winter campaign promoted at AFL – TTNQ Fortnightly Pulse article – 5 May 2021]