Explore Australia's media kit

Media KIT

2014

www.exploreaustralia.net.au

Crab Creek in Broome, Samantha Weir, Tourism WA

Explore Australia

We know travel. With over 30 years of experience in publishing travel guides, atlases and maps, and now websites and apps, Explore Australia has helped hundreds of thousands of domestic travellers find their way around Australia.

As Australia’s greatest source of recreational travel information including camping, caravanning, fishing, walking, four-wheel driving and road-trip holidays, we’ve got travellers covered whether they want to travel on or off the beaten track.

Camping on the beach, SATC, Peter Fisher

The website

Australia’s premier website for recreational travel information, Explore Australia receives 190,000 visitors a month in peak season.

The APPS

Our Camping around Australia app is used by over 8000 campers around the country.

We’ve also developed a Great Australian Pubs app.

The BOOKS

We’ve been publishing travel guides since 1980. Our bestselling travel guide, Explore Australia, is the leading guide for people roadtripping around the country.

www.exploreaustralia.net.au • 1

The Explore Australia website at a glance MONTHLY PAGE VIEWS

398,676

MONTHLY UNIQUE VISITORS

123,797

OUR CONTENT

All of the content on our website is sourced from our highly respected printed guidebooks.

3300 campsite listings

600 caRAVAN PARK listings

Our most popular campsite, Darlington Park camping area, received 12,906 visits in 2013.

Each caravan park has been received by caravanning experts, John and Jan Tait.

1800 REST AREAS

800 TOWNS

Each rest area has been visited and rated by travel expert Paul Smedley.

Including each town’s history, things to do and see, and events.

250 NATIONAL PARKS

1000 ATTRACTIONS

800 KID-FRIENDLY ACTIVITIES

100 GOLF COURSES

BLOG POSTS

PLUS

Blog posts covering everything from best camping spots to bucket list attractions.

Walking, eco-friendly activities, kayaking, wine regions, 4WD treks and more.

www.exploreaustralia.net.au • 2

Who uses Explore Australia?

As the go-to site for camping and caravanning information in Australia, Explore Australia reaches an engaged audience of travellers in three key demographics.

Younger travellers aged 25 to 34 More footloose and fancy-free than our other demographics, these younger travellers are looking for fun and adventure as they travel around Australia.

FAMILIES

RETIREES

We connect with decisionmakers in families looking to plan budget-friendly holidays for weekends, school holidays and more extended breaks.

With 30.79% of our audience aged 55 and over, we talk to an audience who is time-rich and looking to explore more of the country.

OUR AUDIENCE AT A GLANCE GENDER %

LOCATION Our audience is primarily domestic, with 90.84% of our traffic coming from Australia, followed by 4.14% in the US and 0.80% from the UK.

Female Male

56%

44%

Victoria 33.46% NEW SOUTH WALES 24.33% QUEENSLAND 18.69% WESTERN AUSTRALIA 11.19% SOUTH AUSTRALIA 9.11% TasMANIA 1.50% CANBERRA 1.44% NORTHERN TERRITORY 0.25% Main interests: travel, cars, consumer electronics, cooking.

www.exploreaustralia.net.au • 3

Digital Advertising with Explore Australia

Explore Australia features a range of display advertising inventory across the website and in our email newsletters, which can be tailored to suit your business objectives. Whether you want a targeted campaign that is state specific, or to make a splash nationwide, we can put together a package to suit your goals and budget.

DISPLAY ADVERTISING Each page on the Explore Australia website has a leaderboard and two MRECs. ADVERTISING ZONES

MONTHLY SPONSORSHIP (LEADERBOARD)

CPM (COST PER 1000 IMPRESSION)

MONTHLY SPONSORSHIP (MREC)

CPM (COST PER 1000 IMPRESSION)

AVERAGE IMPRESSIONS PCM

Home, search, top level

$2,800

$40

$2,100

$30

70,000

Victoria & Tasmania

$4,800

$40

$3,600

$30

120,000

New South Wales & ACT

$2,880

$40

$2,160

$30

72,000

Queensland & NT

$2,400

$40

$1,800

$30

60,000

Western Australia & SA

$1,680

$40

$1,260

$30

42,000

MREC

HEADER BANNER

EMAIL NEWSLETTER

WEBSITE

LEADERBOARD

MREC HALF-PAGE

EMAIL ADVERTISING Explore’s fortnightly email newsletter goes out to a highly active database of 7900 and counting, with acquisition rates at over 100 new subscribers per week. Advertise in our EDM with header and footer leaderboard advertising, or book one of our highly limited solus email spots and send a dedicated email to our entire database that just contains your messaging. All emails are limited to one featured advertiser to ensure your ad has the best chance of success.

EDM

AVAILABILITY PCM

RATE

Header banner

1

$1,000

Half-page

1

$1,000

Solus email

1

$3,000

www.exploreaustralia.net.au • 4

Explore Australia IN PRINT Explore Australia has been publishing travel guides since 1980, including our flagship publication, Explore Australia.

PRACTICAL TRAVEL GUIDES Explore Australia 2014 • Sells over 20,000 copies a year • Bestseller since 1980

Camping around Australia

Budget Rest Areas around Australia

• Best guide for recreational campers

• Budget traveller’s bible • Over 1800 rest areas reviewed and rated

OUR FLAGSHIP TITLE

LIFESTYLE TITLES

Vantastic • Received coverage in the Herald-Sun, The Age, Country Style and more • From the author of the popular blog, Foxs Lane

CAMP COOKING WITH A GOURMET TWIST

Hungry Campers Cookbook

Melbourne Precincts

• Katy Holder has worked for well-known magazines, including marie claire

• For grown-up city exploration, focusing on shopping, eating and drinking

www.exploreaustralia.net.au • 5

Our travel experts Katy Holder

John and Jan Tait

Paul Smedley

Katy is the author of Hungry Campers Cookbook, which combines her two loves: cooking and camping. She has been the food director Family Circle of magazine, ghost-written several cookbooks and written for most leading Australian food magazines and publishers.

John and Jan Tait are well-known and respected travel writers who have been guiding Australian travellers around the country for many years. Explore Australia by Caravan and Motorhome is their magnum opus.

Thanks to his other life as a traffic cop, Paul Smedley understands the need to take regular breaks while on extended road trips.

That’s why he started recording the names of good rest areas on his travels around the country.

This list eventually turned into the budget traveller’s bible – Budget Rest Areas around Australia.

Kerryn Burgess

Nick Rains

Steve Cooper

Our resident camping expert, Kerryn has worked for Lonely Planet and Australian Gourmet Traveller magazine, and spends most of her spare time in the kitchen or outdoors. At home in Sydney, she makes room for house guests by sleeping in a tent in the backyard.

Nick Rains has been a professional photographer for over 25 years.

Nick enjoys packing up his trusty four-wheel drive and heading off into the wilderness for weeks at a time, driving tens of thousands of kilometres and camping out under the stars in a never ending quest for the perfect light.

A former investigative journalist, Steve left newspapers to pursue his passion for fishing. He has regular columns in two Australian newspapers with a combined readership of more than 2 million.

Our author experts also include Melanie Ball, Lee Atkinson, Linda Lee Rathbun and Steven David Miller, Andrew Gregory and Lee Mylne.

www.exploreaustralia.net.au • 6

CASE STUDIES RACV MAPS

Explore Australia was commissioned by RACV to redesign their touring maps. We designed fresh and modern fold-out maps that integrated UBD Gregory’s touring maps with content from our well-respected travel guides. These maps are now for sale in RACV stores.

SPIRIT OF TASMANIA

Working with our sister company, Hardie Grant Media, we co-branded our Holiday in Tasmania guide with Spirit of Tasmania. This guide was used as an incentive for people to travel onboard the Spirit of Tasmania, as it was offered as a gift for people who booked their travel through Hardie Grant Media’s marketing.

www.exploreaustralia.net.au • 7

For all marketing inquiries please contact Su. King Digital Advertising Manager Explore Australia Hardie Grant Publishing Ground Floor, Building 1 658 Church Street Richmond, VIC 3121 Australia Telephone: +61 3 8520 6444 Mobile: +61 422 787 940 Fax: +61 3 8520 6422 www.exploreaustralia.net.au Explore Australia Explore Australia Explore Australia Su King

NT; Rainbow Valley, Tourism Australia/Tourism NT