Travel Money Oz's winning formula with Travel Guides
Travel Money Oz, a returning sponsor in 2024, has been more than just an in-show supplier for Travel Guides. It has played a crucial role in enhancing the guides' journeys, aiming to connect with Australian travellers through its currency pass. With even bigger ambitions in 2024, Travel Money Oz aimed to make the Currency Pass the go-to for every globetrotter, boosting the brand presence to be synonymous with hassle-free travel spending. Travel Guides, with its exciting mix of local and international adventures, provided the ideal platform to reach a passionate audience.
Travel Money Oz partners with Nine to leverage the IP of Travel Guides
The solution was simple. Leverage the IP of Travel Guides and align to talent – using established brands and personalities to elevate Travel Money Oz’s Currency Pass to new heights. Powered by Nine identified that the ticket to success was showing the benefits of the Currency Pass in a way that felt natural to the show and to viewers, by using high-profile Total TV activity with digital and owned-channel support, and creating a competition that made people feel both brand love and involvement in a much-loved format.
"It was great to have TMOZ on board for Travel Guides this season. The product was a great fit organically and the cheeky irreverent tone of the TVC was a perfect match for the show. The huge success of the campaign is a tremendous outcome for both Travel Money Oz and Travel Guides."
Simon Baird - Executive Producer, Travel Guides
Igniting adventures and making travel (money) memories
Travel Money Oz teamed up with the Fren Family for an integrated TVC illustrating the Currency Pass's benefits. The Frens' involvement extended across social media, in-store and online to reach a wider travel-hungry audience.
The popular ‘win a holiday’ competition returned in 2024, hosted on the Travel Guides website, attracting over 37,000 entries. This excitement was driven by in-show Playouts, 9Now Pause Ads and social posts.
In 2024, as the official Currency Card of Travel Guides, the Currency Pass continued as the Guides' trusted companion. The Fren Family again used the Currency Pass in real-world travel settings, their posts resonating with the audience and strengthening Travel Money Oz’s brand message.
"We loved getting the opportunity to work with Travel Money Oz for their currency card, and the fact that Travel Money Oz and Travel Guide's gave away a $20,000 holiday to wherever the winner wanted to go - how freaking good is that! Working with Travel Money Oz and Nine's Powered studios on the TVC was a great time and flippin fun too!"
The Fren Family - Travel Guides
In 2023, the campaign significantly
over-delivered
100%
Increase in card sales
55%
Increase in currency pass portal users. Website spikes of up to 2400% when the ad was on air
35,000+
competition entries
Source: Travel Money Oz Analytics 2023
In 2024, additional metrics were tested, illustrating the strength of the solution
+60%
Consideration increase.
For Travel Money Oz versus
the pre-wave
Recall +20%
Above Gemba benchmarks.
The integration surpassed Gemba benchmarks.
x4 More likely
Travel Guides Viewers were 4x times more likely to be aware of the Travel Money Oz brand than non-viewers.
Source: Gemba Travel Money Oz Travel Guides 2024
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