Why advertisers must rethink strategies to convert surging domestic travel demand

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Journey mapping

Why advertisers must rethink strategies to convert surging domestic travel demand

After the year we’ve just had, Australians are desperate for a holiday. But their demands and behaviours have shifted – and they are planning and booking very differently. For advertisers, that presents both challenge and opportunity.

Consumer confidence is returning and millions of Australians are now planning an interstate holiday, according to latest data.

But the way people are researching, planning and booking has shifted. In effect, consumers are now on a longer, more laborious journey before they even take a trip. In a post-pandemic landscape, there are many more factors to consider.  Which means marketers must rethink strategies to be sure of landing messages at just the right points along the way – and converting when the time is right.


Watch episode one above or stream below:

Intent and confidence rising

Intent to travel interstate has increased significantly from January to March, according to Kantar’s monthly poll of 4,000 Australians. Across the country, people want to create their own journeys and find new experiences after a year of uncertainty.

That’s fantastic for the tourism and leisure industries as they regroup and rebuild post-Covid, says Kantar National Director, Kirsty MacMillan. But she and Nine Director of Strategy, Insights & Effectiveness, Toby Boon, urge brands to recognise that consumer journeys have also shifted over the last 12 months: There is now far more attention to detail.

“Every week, Australians get a little bit more confident about what they're going to be able to do, where they're going to be able to travel, and feeling a little bit safer. But there is definitely a change in the way that we see things and the way that we approach things,” says Boon.

“We're now far more conscious about things like health and safety, about regulations, about whether or not cancellations are going to hit us in our pockets. So that travel planning phase, which was once part of the experience, part of the fun, now feels a lot more like homework.”

Expectations have also shifted. Whereas once families were making decisions based on the size of the water park, “now we just want to know whether or not the pool is open, whether there are safety precautions in place – whether we're going to be able to get in there at all”, says Boon.

Advertisers: New approach required

Australians are trying to balance practical priorities with a desire to “discover some newness” domestically, says Kantar’s Kirsty MacMillan. As such, there has been a “noticeable shift” in how people are planning and booking – and how far they are casting their nets.

MacMillan and Boon say that has implications for advertisers.

“Over the past year or so, when we have traveled, we've tended to stay quite close to home and sort of go to those reliable places where we know we're going to feel safe,” says Boon, and marketers have mirrored that approach.

“A lot of advertisers have taken a relatively safe path. They have reached for those ‘greatest hits’, the familiar things that they know people are going to respond to.”

Domestic travel consideration:

Now, he says, advertisers must not only introduce new ideas, “but also recognise that the way that people are planning their journey has changed quite a lot. It's not linear anymore, it's longer”.

Adapting to those behaviourial shifts will give advertisers a far greater chance of influencing decisions, says Boon, while MacMillan thinks successful marketers will be those that adjust their messaging accordingly.

“So how [advertisers] interact and facilitate that behavior change through their communications, but also the product and experience they're developing and adapting that to the change in values that we're saying as well,” she says.

Boon agrees.

“There is space for clarification and simplification in the messaging,” he says.  Take that feeling of homework out of it and get people back to being excited about travel again – and if you can make those messages clear, that is going to be really helpful.”

Top 5 Purchase Considerations:


Australian holiday


Gardening items




Finance Investments



Think longer, convert stronger

Given rising demand, advertisers that tailor their strategies to the new environment stand a far better chance of converting. Ultimately, brands need to start advertising earlier and maintain engagement with audiences over a longer period.

“Because of that shift in the consumer journey, we're planning earlier, but you need to be able to keep those people warm – so even if they're not traveling right now, those people are still in the market,” says Boon.

“They want to travel and they want travel advertisers to be talking to them. So now is actually the time to be really dialing up your communication with them, not pulling back,” he adds.

“We are desperate to get out there. We might be thinking more long-term, we might be thinking further ahead than we were, but the desire is really there.”

For more information on Nine’s consumer pulse research, and how Nine can help brands navigate the consumer mindset, head to https://www.nineforbrands.com.au/consumer-pulse-march/  for more information, or reach out to your Nine sales representative.

Contact us for more information on how your brand can leverage the power of Nine to deliver real business outcomes.

A New Generation Of Talk Radio

Australia has made the switch

It's time you started a conversation with Nine Radio



Nine Radio

Hosted by Australia's most engaging broadcasters, Nine’s talk radio stations 2GB, 3AW, 4BC and 6PR are a direct line into the moods, thoughts and opinions of Australians. The intimacy, immediacy and authenticity delivered by a radio host means it’s a platform that allows you to talk to your customers. And at Nine Radio, we are having a conversation with over 2 million potential customers every week.

Talk Radio for a new generation

Through Nine Radio we have developed a powerful and agile platform that will allow brands to move quickly, reach a valuable target audience, and deliver real business results to guarantee return on investment.

Over the past year Nine Radio has gone through a period of incredible change. Household names like Deb Knight, Jim Wilson and Russel Howcroft have brought a new edge and diversity to our radio offering, while Neil Breen and Scott Emerson in Brisbane, alongside our all-new local lineup in Perth, make us more relevant than ever to our listeners.

Led by the people who know how to talk to Australia. These are the voices of their cities. Voices that convey trust and drive engaged conversations.

How do we compare to other radio networks?

Sydney’s 2GB and Melbourne’s 3AW have dominated the latest radio survey, retaining their No.1 positions.

GfK Survey 5 2021 again shows the importance of talk radio as a trusted medium for news, information and opinion, particularly as the country grapples with COVID-19 and lockdowns.

In Sydney, 2GB has maintained its unbroken record of 135 consecutive station surveys at No.1.

Breakfast host Ben Fordham is Sydney’s No.1 with a 16.8% share (up 3.5 points) while Ray Hadley has recorded his 135th consecutive survey win posting a 19.9% share (up 6.2 points). This is Ray’s highest cumulative audience since 2004.

While in Melbourne 3AW held its dominant No.1 position with a 15.1% making this the 54th consecutive survey win for the station.

In Melbourne, Ross and Russ retained their No.1 spot with a 21.7% share up 0.9% and Neil Mitchell is also No.1 in Mornings with a 17.3% share.

Nine’s talk radio stations (2GB, 3AW, 4BC and 6PR) recorded a cumulative audience increase of almost 7% this survey. The network was also No.1 among those aged 35+.

Greg Byrnes, Nine Radio’s Head of Content, says: “These results show listeners rely on 2GB and 3AW as their most trusted news and information. Talk radio can and does make a difference in people’s lives.”

“Across the talk radio network our strategy of live and local content is delivering with total audience up almost 7%. 2GB’s result is particularly pleasing given the extraordinary work that’s been going on behind the scenes over many months.”


2GB No.1 Sydney

3AW No. 1 Melbourne

Ross & Russel 21.7% audience share in Melbourne (Breakfast)

Neil Breen 8.0% audience share in Brisbane (Breakfast)

Gareth Parker 9.2% audience share in Perth (Breakfast)

Liam Bartlett No.1 Talk in Perth (Morning)

Source: GfK Radio Ratings, SMBP Survey 5 2021 vs SMBP Survey 4 2021, Cume (000s), Mon-Sun 5.30am-12MN, AP10+, Nine Talk - 2GB, 3AW, 4BC or 6PR.

Almost 50% of listeners are exclusive to Nine Radio. You can't reach them anywhere else.

Source: GfK radio ratings, SMBAP Survey 8 2020 Mon- Sun 5:30am - 12MN , Cumulative audience (000), 2GB,4BC,3AW,6PR,2UE,4BH,1278, NTS DAB, 6GT,5a


Nine Radio is the ultimate connection platform with +2 million weekly listeners

Nine Radio is a platform that allows you to talk to your customers.

More of them. More often. Across more weeks of the year than any other media business in Australia.

Our audiences aren’t just a demographic, they are loyal listeners, and because they are loyal it means nearly 50% of them can only be reached on Nine’s stations.


Find out why our obsession with age is costing Australian marketers billions with Nine's new research: Blind Spot.

There’s a blind spot in advertising.
It’s a gap worth $2.3 billion in weekly household spending. That’s how much marketers could unlock by just stretching their demographic targets beyond the 25-54s to reach people aged 55 to 64. The problem is, the conventional framework for targeting this group is outdated and leaves marketers missing out on extending their target market.

Nine Radio can help your brand grow.

But don’t just take our word for it, find out how Sydney and Melbourne's No.1 stations 2GB and 3AW helped Pepe Saya realise their marketing dreams.


Pepe Saya was established in 2010. The dream was twofold: to create beautiful-tasting, Australian cultured butter and generate a shift towards consumers choosing local butter.

Pepe Saya’s main campaign objective was to promote brand awareness for their products and drive traffic to the newly built website for online sales.

Nine Plus was tasked with creating a broadcast media schedule that was able to bring their 30-second television commercial to life, amplified by a range of 30 and 15-second radio commercials broadcast on 2GB and 3AW.


Here's what the clients had to say:

“This is our first experience in advertising on TV and radio. We chose to advertise on 2GB and the 9Network metro and regional after a really great experience with them from a previous PR campaign. We felt like they were a great fit for us and our brand.

“The team and Nine Plus have made it such an easy experience for us. From the day the radio ads went live we have had calls from people as they were hearing them. We were really excited for this campaign to help our brand be front of mind in the lead-up to the busy Christmas period.”

Pierre Issa
Pepe Saya


Think you know who the talk radio audience is? Well, it's time to think again.

In partnership with The Lab, Nine set out to better understand audience needs, motivations and behaviours, and to provide deeper insight about the way marketers and media buyers need to think differently about talk radio in the media mix.


More than 200 video blogs

Over 1,000 survey respondents

20 hours of in depth conversations


What's to come for Nine Radio in 2021?

More opportunities to be part of Australia's No.1 radio platform and deliver scalable solutions for brands.

Greater data capabilities - making transacting and reporting of radio buys easier than ever.

More ways to realise big ideas and provide brands with solutions to marketing challenges.

A new superbrand strategy, amplified across the entire Nine Network to extend brand reach in a contextually relevant environment.

Is your brand ready to turn down the music and start a conversation?

Contact us for more information on how your brand can leverage the power of Nine to deliver real business outcomes.