Digital Airline Partnership Campaign with Singapore Airlines

Digital Airline Partnership Campaign with Singapore Airlines – Tourism NT

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The Situation

Darwin remains a relatively lesser-known gateway for German long-haul travellers, despite its strategic location and growing appeal. With increased air capacity, including new daily flights into Darwin and A380 connections from Frankfurt to Singapore, there was a timely opportunity to raise awareness, inspire consideration, and position Darwin as a compelling entry point to Australia.

Clients:
Tourism NT in partnership with Singapore Airlines

Market:
Germany

Services:
Digital Strategy, Media Buying, Campaign Optimisation, Airline Partnership Marketing

The Challenge

Unlike Australia’s major eastern gateways, Darwin lacked visibility and required an awareness-building strategy from the ground up. The challenge was twofold: to position Darwin and the Northern Territory as a distinct, premium destination for culturally curious, long-haul German travellers — and to generate measurable conversions via the Singapore Airlines booking platform. Timing added complexity, as the campaign needed to influence travel intent during the off-season in order to stimulate bookings ahead of the peak season beginning in May.

The Solution

New Age Marketing, on behalf of Tourism NT, planned and executed a full-funnel digital campaign across Germany in collaboration with our media agency Story9 and Singapore Airlines. The campaign aimed to inspire, educate, and convert high-value travellers through a strategic mix of premium video-on-demand, dynamic display, native advertising, paid social, and retargeting. Using dynamic creative optimization, ads adapted in real time to audience interests and travel intent. Prospecting formats targeted long-haul travel intenders via first- and third-party data, while native ads introduced Northern Territory and Singapore Airlines content to Germany-based Australia intenders. To convert interest, cross-device retargeting and paid social formats re-engaged users with tailored calls to action, directing them to the Singapore Airlines platform. The campaign ran from October to December 2023 — aligned with travel planning cycles to influence bookings ahead of Darwin’s peak season.

The Results

Media Impact

11.1M+ impressions (+122% vs. target) and 3.6M+ unique users reached (+178%)
5.4M+ video completions and 112K+ clicks/interactions, with a CTR exceeding 1% (vs. 0.1-0.15% benchmark)
Nearly 30,000 high-intent user sessions on the Singapore Airlines campaign landing page
87.82% year-on-year increase in bookings to Darwin during the campaign and halo period

Sales Impact (YoY, based on PAX)

+87.82% increase in Darwin bookings (Singapore Airlines)

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