In late July 2019, doq® had an exclusive campaign promoting the Rugby World Cup Japan 2019 by collaborating with ‘The Australian’. As a country with a large group of rugby supporters, the numbers of inbound Australian tourists are expected to grow. Therefore, we developed a Japan travel guide, written by a tourism magazine writer, and distributed via print, online, as well as digitally.
Two months before the 2019 Rugby World Cup began, an article and a quasi-advertisement were published in The Australian newspaper. This featured an outlook on the tournament by rugby experts and a travel guide written by a travel journalist in Japan. As the newspaper is available in a variety of locations nationally, we were able to reach many consumers.
In addition to the print version, a special digital magazine with doq®’s brand images and promotional videos was also published to create further reach and was able to achieve this result with high levels of access to The Australian’s website and the digital magazine page.