Fairfax Media and House of Travel launch partnership
7 August 2013
Fairfax Media and House of Travel launch encompassing new partnership
Two of New Zealand’s best known brands Fairfax Media and House of Travel have announced an extensive new partnership which encompasses contextual commerce and co-created content.
Together, they’re making it even easier for Kiwis to see the world with a new shared content site that allows Kiwis to search for inspiration for their next trip, get advice direct from House of Travel’s experts, share tips and experiences and link directly to House of Travel’s latest HOT Deals via a special deals section.
“Travel is all about experience. Seeing new things, tasting new foods. Coming home from those trips we share those experiences - from the sublime to the ridiculous - and that contributes to a new cycle of dreaming and planning,” says Niall White, Group Strategy Director, House of Travel. “This partnership with Fairfax Media allows us to engage directly with New Zealand’s largest travel audience with a monthly unique audience of 297,000 [Nielsen Online Ratings, June 2013], offering not only inspiration and advice, but up to the minute booking information right from within Stuff.”
The partnership also provides easy access to local House of Travel consultants making use of their extensive knowledge and expertise to help Stuff readers plan their perfect trip away.
Each week the deals section of Stuff Travel will highlight the latest special offers, from family getaways to accommodation and airfare deals. The deals section will be updated every Monday.
Fairfax Media Acting Product Development Director Nigel Tutt says as well as the obvious benefits to Stuff readers and House of Travel customers, the partnership heralds a new model. “The partnership with House of Travel extends our existing advertising relationship into a fully fledged relationship encompassing content and e-commerce. Both our organisations have huge expertise in our respective fields, and being able to work directly together means we’ve been able to explore a new, collaborative, mutually beneficial model.”
Elements of the partnership include the Kiwi Traveller section, where Stuff readers share their own travel experiences. This taps into the strong Stuff Nation community and provides a vital element to the campaign.
“Our wider social circle - from work colleagues to family members to friends - plays a huge role in the cycle of discovering, considering and selecting a holiday destination,” says White. “Stuff Nation is the perfect place for our customers to share their own experience and expertise and grow the community of passionate Kiwi travellers.”
Another element of the partnership is the Inspire section, which draws on the extensive knowledge of House of Travel’s expert team to provide hot tips and inspiring destination information.
The partnership follows a refresh of the Stuff Travel section. The section is now even easier to navigate, with content organised into sections including Destinations, Themes and Travel Troubles, as well as specific topical sections such as Cruising and Snow. Stuff Travel has a monthly unique audience of 297,000 with 928,000 page views.