News Australia has launched Go For It, an editorial initiative designed to rebuild consumer confidence in travel amid geopolitical instability and cost pressures.
The campaign will publish more than 200 editorial stories over two months across News Australia's mastheads and digital platforms including Escape, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and news.com.au.
Research from The Growth Distillery's Lighthouse Consumer Tracker found 40% of travellers are concerned about safety and security following Middle East instability, while 47% cite cost as a barrier.
Content will be built around three pillars: domestic and close-to-home travel, targeting the 48% of Australians already leaning toward domestic destinations; alternative journeys covering new routes, stopover cities and cruise itineraries; and hacks and advice addressing cost pressures and booking barriers.
Kerrie McCallum, News Australia head of food, travel and health, said the initiative was a confidence campaign rather than simply content.
"Australians are telling us they need honest, useful and genuinely inspiring stories that give them the confidence to stop waiting and start going," she said.
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