Marketing Solutions

Objectives • Engage the Australian Travel and Tourism industry

• Raise awareness of the new T-QUAL Accreditation framework

• Achieve a high take-up rate

Solution• Communicate directly with speci�c target audience using LinkedIn Partner Messaging

• Promote T-QUAL Accreditation using LinkedIn Targeted Display Media

Why Use LinkedIn? • Precise and strategic targeting by industry and job function

• Broad reach using a consolidated approach

Results • 29.21% LinkedIn Partner Messages open rate

• 21.52% CTR after opening

Tourism Australia is solely responsible for marketing the Australian Government’s new partnership with quality tourism accreditation, rating and certi�cation programs, T-QUAL Accreditation, an initiative to improve quality and standards within Australia’s Travel and Tourism industry, and toprovide consumers with one, easily recognisable symbol of tourism quality.

They needed to engage:

• Tourism and Travel Operators

• Hospitality and Leisure Industries

• Recreational and Arts Businesses

Tourism Australia devised a campaign to raise awareness within these sectors, promoting the Australian Government’s new tourism accreditation framework. LinkedIn was utilised as a core component in the delivery of this message.

T-QUAL AccreditationCase Study

The Partner Messages had a much higher click through rate than any other EDMs we sent.”

Antonia SherryT-QUAL Accreditation Project Manager, Tourism Australia

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Achieving the highest response rate with LinkedIn Partner Messages

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Strategic LinkedIn Campaign Tourism Australia worked with LinkedIn to devise a 3 month campaign which was launched in June 2011. The campaign entailed display media and partner messages targeting 3 separate segments aimed at achieving the highest response. The key target segments included: key decision makers, managers and group members within the Tourism andTravel industry. Antonia Sherry from Tourism Australia says the strategic campaign was well received.

Ads Supported Success of Partner Messages Together with the Partner Messages, Tourism Australiaincorporated the full range of LinkedIn ads - Skyscrapers,Textlinks, Medium Rectangles and Leaderboards. AntoniaSherry says, “Our advertising on LinkedIn assisted in ful�llingour campaign objectives by getting our message to theright people in a space that was relevant to their needs.The advertising campaign supported the success of thePartner Messages”.

The Partner Messages were very successful. It was a really good result for us as the message was relevant and personal.”

Antonia Sherry, T-QUAL Accreditation Project Manager, Tourism Australia

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Impactful ResultsTourism Australia was able to speci�cally target and deliver apersonalised message to 7050 LinkedIn members who wereselected based on their relevance within the Travel and Tourism Industry. Of the Partner Messages delivered, 29.21% were opened and of those there was a 21.52% CTR.

Reach the world’s largest audience of business professionals with LinkedIn.

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