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Home / Our Work / Case Studies / Digital Airline Partnership Campaign with Singapore Airlines – Tourism NT
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
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.
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 campaign delivered strong results across all stages of the funnel, significantly exceeding benchmarks and successfully positioning Darwin and the Northern Territory as a unique and desirable entry point to Australia for German long-haul travellers.