Travel advertising spend up nearly 50% in FY23

Travel advertising spend up nearly 50% in FY23

New figures from the Standard Media Index has shown travel advertising spend has far outweighed any other category as the industry continues to recover from the pandemic.

At a product category level, Travel has shown the greatest increase from the pre-COVID lows with its total up 46.5 per cent this financial year.

Comparatively, the next highest category was Automotive Brand ad spend which has lifted 20.8 per cent.

The robust increase in travel advertising comes as Australia’s media agency market has emerged from a tough six months by delivering a record level of underlying ad spend for the financial year with total ad demand up 2.2 per cent, while at the headline level the total is back just 0.2 per cent to $8.8 billion.

Qantas and Tourism Australia’s ‘Come and Say G’day’ campaign

Overall, outdoor media maintained its robust gains with bookings up 18.4 per cent, and printed Magazines increased their revenues by 4.6 per cent.

Standard Media Index gets these figures by partnering with global media buying agencies to provide advertising expenditure data for the advertising, media and marketing industry. Data is sourced directly from advertising agencies’ billing systems and then aggregated to show the combined picture of media agency ad spend across all major media, media sectors, 42 product categories and more than 150 subcategories.

This surge in travel ad spend has been seen via Tourism Australia’s ‘Come and Say G’Day‘ campaign, which has undergone multiple iterations.

A Women’s World Cup campaign, Chinese campaign and a collaboration with Qantas have seen the agency spruik Australia to a variety of audiences.

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