Australian airline Qantas, like many brands, wants to reach younger people, so it’s turning to content.
AWOL, a brand-content site created last year with brand-content shop Junkee Media, features original articles and, yes, advertising from local tourism boards, rental car agency Avis and camera maker Olympus. It features articles like “Is this the best way to enjoy a natural hot spring?” and “How to travel with your partner and still like them afterwards.”
Stories are data-driven, said Neil Ackland, CEO of Junkee Media. Coachella, for example, is popular with Australian millennials and drives traffic on flights to Los Angeles, so the four-person editorial team will often write pieces about the festival at that time. The site averages 250,000 uniques a month and 2 million visits since it launched a year ago, according to Qantas.