Where is domestic travel marketing? More than 80% of advertisements in the nation’s major weekend travel supplement, Escape, spruiked international travel, leaving just 20% for the domestic message. The split looks even worse when ad size is taken into account. The international ad count includes nine full page ads plus a double-page spread. The biggest domestic ad was half-page. No wonder international travel is booming. It’s worth noting the biggest advertiser was cruise with 25% of the ads while there were five separate ads from Australia’s most successful retail Flight Centre and affiliates.
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