Fairfax Media, which last year sold the Stayz accommodation site for AUD220m, has returned to its publishing roots with the launch of Traveller.com.au, a transaction free zone where all revenue will be generated by advertising.
The site features seven years worth of content – stories, user reviews, destination guides and photographs – generated by the journos of The Sydney Morning Herald, The Age and The Sun-Herald, which run side-by-side with TripAdvisor user reviews.
Fairfax says the launch is being supported by an extensive consumer and trade advertising campaign with Traveller.com.au positioned as “your destination for travel inspiration”.
“The launch phase of the campaign will include print, radio and digital elements.
“From mid-October an interactive digital campaign to drive engagement and loyalty will launch using radio, digital, video and social media platforms.
“The trade advertising campaign will feature elements from the consumer campaign and include media-i videos and eDMs.”