Seven taps into travel market with ecommerce play

Rosie Baker
By Rosie Baker | 27 November 2017

Seven is making a big play in ecommerce, launching 7Travel, its second major commercial initiative launched this month.

7travel is designed to bridge the strength of Seven’s portfolio across television, publishing and online, and is part of the network's play to expand beyond linear TV. It also marks a shift in the way the network sees its viewers - as customers not just audiences.

It says it will close the loop between content and transactions and will be the “go-to travel destination site to be inspired, plan and book a holiday”.

It is working with partners Carnival Cruise Line, Tourism and Events Queensland, Destination Gold Coast, Voyages Indigenous Tourism Australia, New Caledonia Tourism and Tourism Authority of Thailand.

7travel launched today on Seven’s breakfast show Sunrise and follows the launch of this Christmas ecommerce push My7Christmas last week.

Kurt Burnette, Seven’s chief revenue officer, says: “Seven West Media has the largest combined audience across tv, digital, social and print across Australia. With our research and insights highlighting that we hold a high proportion of travel intenders, we will use this enormous scale and influence to inspire through advertising, editorial, integration and Influencers using unmatched power of travel storytelling and content to enable every part of the travel industry.

“7travel will offer content and audience at scale and one-to-one like no one else has done before. The entire travel category has an opportunity to be a part of a new, innovative and hugely exciting initiative.”

Lisa Squillace, Seven’s director of program partnerships, adds: “The launch of 7travel draws on our key marketing strengths and opens new opportunities for our advertisers to further connect with our audiences 1:1 and deliver new engaged audiences to our marketing partners.

“Our advertisers use our platforms to inspire Australians every day. Now we offer a significant e-commerce platform which closes the loop: not only can we share the stories of great holiday destinations, we now provide the platform for Australians to plan, book, travel and share their holiday experience.

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