Travel brand collabs with print media result in significantly higher audience engagement

By Lewis Boulton

Communications Manager

Newsworks

London, United Kingdom

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We've had a washout at Wimbledon, showers at Silverstone, and a start to the summer so poor some called it "June-uary." No wonder travel advertisers are stepping up their efforts to entice rain-weary readers on their next big adventure with some notable brand partnerships in recent weeks.

I make no secret of the fact I'm a fan of the collab: Collaborations give both brands and news publishers the opportunity to do what each does best. News brands do the lifting by producing captivating content for audiences they know like the back of their hand. This leaves the brand free to provide the imaginative hook for readers - whether that's the perfect travel itinerary, a beautiful accommodation, or the best summer style to go with it all.

News brands are a particularly good fit for travel advertisers when it comes to effectiveness. RAM UK data shows engagement from travel brand print ads is seven percentage points above the all-industry average at 59%, and a whopping 10 percentage points above the average on action at 38%.

Full-time ROI on those print ads is nothing to be sniffed at either. Thinkbox's industry-wide "Profit Ability 2" study puts ROI at £4.38 for every pound invested, well over the sector average of £2.62 across all media.

Here are just a few examples of recent brand partnerships aiming to rescue this year's summer feeling.

TUI

With endless possibilities to weave its brand through top holiday tips, TUI's native and brand partnership content are fantastic fits for travel advertisers. TUI manages this with great aplomb in its recent partnership with The Times, offering readers a cover wrap's worth of top tips for those eyeing up a trip to the Sunshine State.

Tourism Australia

Australia's tourism board takes a similar approach and supercharges its message into a full eight-page pullout. Finding it impossible to distil such a huge country into a mere eight pages, the partnership focuses on its unique wildlife to entice readers into the trip of a lifetime.

Warner Hotels

For those readers preferring a break in Blighty, Warner Hotels and The Telegraph enlisted the help of TV personality Denise Van Outen to review a luxurious getaway at its Cotswolds hotel. The content is more personal than many other content partnerships, with readers connecting to Van Outen with fun holiday snaps and a tale or two.

F&F

So, you've got the getaway booked, but what about the wardrobe? There's more to travel than just getting there, as other brands' partnership content encapsulates.

Tesco's branded content through its clothing brand F&F and the Mail on Sunday picks out some of its new season highlights for readers intent on perfecting that effortless beach look. The content looks at 2024's hottest seaside trends, while reminding readers of F&F's use of sustainable fabrics.

American Express

What if your dream holiday is still on the bucket list? American Express's video brand partnership with Independent TV enlists money saving influencers to help readers' wishes come true with handy, practicable tips.

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About Lewis Boulton

Lewis Boulton is a communications manager at Newsworks in London, United Kingdom. Lewis can be reached at [email protected] or @newsworks_uk.

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