News Corp Australia’s managing director of client partnerships, Lou Barrett, is bullish on Tubi’s potential in Australia, describing it as a “sleeping giant” that’s primed for advertisers. With connected TV (CTV) becoming a major player in media consumption, News Corp’s strategic move into the space through Tubi offers a promising new avenue for brands.

“Tubi is the big one,” Barrett tells Mediaweek. “We haven’t had any CTV in our stable before, which allows us to engage with advertisers who have traditionally focused on broadcast TV and streaming services.”

Tubi: The advertiser’s dream platform

Tubi, the ad-supported streaming platform owned by Fox, is already a force to be reckoned with in the U.S., ranking as the third-largest streamer behind Netflix and Amazon Prime, and on par with Disney+. With 97 million monthly viewers globally, its user base is significant, and notably, 57% of its audience falls into the highly sought-after Gen Z and Millennial demographics.

Barrett points out that despite its presence in Australia, Tubi has remained under the radar due to a lack of marketing. That’s about to change. “Imagine when we throw the weight of News Corp and our assets behind promoting Tubi,” she says. The platform already attracts 1.3 million Australian viewers per month, watching for an average of three and a half hours. “Once we leverage News Corp’s might, we’ll see those numbers grow significantly.”

From an advertising perspective, Tubi’s model is particularly attractive due to its lower ad load compared to other AVOD (advertising-based video on demand) platforms. While competitors run six to eight minutes of ads per hour, Tubi limits it to three to six minutes. “Less clutter means lower cognitive load, which results in better engagement for brands,” Barrett explains.

Expanding News Corp’s video narrative

Beyond Tubi, News Corp is making video a central pillar of its digital strategy. “Video, video, video, that’s our focus,” Barrett states. “We’re growing video across our major publishers, whether it’s The Australian, our lifestyle verticals, or our state-based mastheads. It’s the company’s biggest narrative.”

News Corp’s expansion into video also means tapping into advertising budgets that have traditionally been reserved for broadcast TV and premium CTV platforms. “There are industries like QSRs (quick-service restaurants), motoring, finance, and insurance that primarily focus on 30-second TVCs,” she explains. “Now, we have a compelling offering to engage these advertisers in both long and short-form video formats.”

Engaged reach: The metric that matters

A key theme for News Corp’s upcoming D_coded event is ‘Engaged Reach’, a metric that goes beyond simple audience numbers to measure the depth of engagement. “Simply reaching audiences isn’t enough anymore,” Barrett asserts. “Engagement is what drives ROI, and Engaged Reach ensures brands’ messages are truly resonating.”

During D_Coded, case studies from Chemist Warehouse, Subway, Inspiring Vacations, and Mars Petcare also demonstrate the real-world impact of Engaged Reach. “Each of these brands has seen tangible returns from their partnerships with News Corp,” Barrett reveals.

Attendees also heard from News Corp’s new head of data, Dean La Rosa, on the evolution of Intent Connect, the company’s data-driven ad targeting solution. Barrett was keen to emphasise that unlike many media players that promise new innovations but fail to deliver, News Corp has a track record of execution. “We don’t do smoke and mirrors,” she says. “Every year, we bring solutions to market, and we deliver on them.”

The rise of AI and trusted journalism

Finally, D_Coded featured News Corp Australia’s executive chairman, Michael Miller, discussing the role of AI in media and the increasing importance of trusted journalism in an era of misinformation. “The demand for credible news is higher than ever,” Miller said. “That’s why News Corp’s commitment to quality journalism remains critical.”

As D_Coded winds down, Barrett and her team are confident that News Corp’s video expansion, Tubi’s growth, and their focus on Engaged Reach will create significant opportunities for advertisers. With a powerhouse of data, content, and platform reach at its disposal, News Corp is setting itself up as a leader in the next phase of digital advertising in Australia.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

McDonald’s Australia is celebrating the return of the NRL and AFL seasons for 2025 with new footy campaigns with DDB Sydney and OMD Sydney.

The two videos capture each code’s iconic footballs in delicious close-up detail, from the red Australian leather and laces of the Sherrin to the handcrafted seams and signature dimples of the Steeden, to mark the start of the 2025 season.

Jack Nunn, creative partner at DDB Sydney, said: “To steal a line from Bruce (Bruce McAvaney), these are delicious.”

The campaign, now live, launched as part of the brand’s broader sponsorship of the NRL and AFL codes, where Macca’s continues its “Footy. I’m lovin’ it” platform. It will appear on online video, social and in stadiums.

This comes after McDonald’s launched a campaign that leaned into office workers returning to work as part of a wider ‘return to routine-ish’ with DDB Sydney and OMD Sydney.

The out-of-home campaign features spreadsheet artwork ads targeting CBD office workers, showing there are more delicious things to crunch than numbers.

The ads are running in more than 760 sites in and around the Sydney CBD, including digital OOH, office building lobbies, and even small-format elevator screens.

“There’s nothing quite like a Macca’s run to break the humdrum of the day. With playful visuals and clever media placements, this campaign will cut through like a Guillotine on 80gsm printer paper,” Nunn said of the return to work campaign.

OMD Sydney managing partner, Emily Bosler, said: “We are executing a tactical, programmatic digital out-of-home strategy to drive contextual relevance during key moments of back to work routine.

“Strategically selecting outdoor in high foot traffic CBD areas and in-office environments, allows us to effectively reach the ‘back to work’ audience and tempt them with a Macca’s run.”

Credits
Client: McDonald’s Australia
Creative Agency: DDB Sydney
Media Agency: OMD Sydney

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Korean Air has unveiled a bold new brand identity, the first in 40 years, as the airline moves to solidify its status as a top-tier global carrier. The redesign, led by global consultancy Lippincott, reflects the airline’s evolution and Seoul’s growing prominence as an international aviation hub.

The rebrand comes at an important time for Korean Air, following its merger with Asiana Airlines, a move that positions the airline among the world’s largest. The refreshed identity leans into Korean Air’s “Excellence in Flight” ethos, elevating both Business and First-Class offerings and enhancing the passenger experience with a hospitality-inspired touch.

A reimagined Taeguk symbol & modern logotype

At the heart of the new identity is a revitalised Taeguk, the national symbol of South Korea, famously featured on the country’s flag. The refreshed design blends the strength of the original mark with the elegance of Sangmo Nori, a traditional Korean dance known for its fluid ribbon movements, symbolising prosperity and abundance.

The logotype has also been refined to exude sophistication, inspired by high-end hospitality. In a significant shift, the word “Air” has been dropped from the fuselage, allowing “Korean” to take center stage. The move reinforces Korean Air’s flag carrier status and enhances brand recognition across international airports.

Dan Vasconcelos, partner and creative director EMEA at Lippincott, said: “For over 40 years, Korean Air’s blue-top livery has been nothing short of iconic. It has been a privilege to refresh and reinvigorate this instantly recognisable brand into a modern, premium new look.”

Aviation meets luxury

The refreshed branding extends beyond the logo, seamlessly integrating across physical and digital touchpoints. Korean Air has retained its signature blue palette but introduced subtle variations and deep neutral tones in its redesigned cabin environments, enhancing the luxury experience for passengers.

Michael D’Esopo, CEO of Lippincott, described the project as a balancing act between history and modernisation: “It was an honor to partner with Korean Air on this far-reaching project—which draws on Lippincott’s expertise in both aviation branding and establishing post-M&A brands to build connection and progress for the future.

“Our cross-functional global team has worked closely with the Korean Air team to balance the rich history and heritage of the brand, while also creating a unique reinterpretation focused on the future.  We look forward to this new identity serving as a visible signal for Korean Air to affirm its flag carrier status while standing apart from other organisations.”

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Australian tennis star and NBA ‘superfan’ Nick Kyrgios is fronting Disney+’s latest campaign, bringing an energetic push to the launch of ESPN on the streaming platform.

Arriving in Australia and New Zealand on 26 March 2025, the move marks Disney’s most significant play for the local sports market, bundling ESPN with both Disney+ Premium and Disney+ Standard subscriptions.

The launch lineup includes major events like the NBA Playoffs, NCAA March Madness, MLB Opening Day, the NHL Stanley Cup Playoffs, and UFC Fight Night. The ESPN hub on Disney+ will feature live ESPN and ESPN2 channels, on-demand replays, studio shows such as SportsCenter and NBA Today, and its award-winning 30 for 30 documentary series.

Disney’s sports push puts pressure on Foxtel

Disney is looking to deepen its investment in domestic sports rights, positioning ESPN on Disney+ as a direct competitor to Foxtel, which is currently in the process of being acquired by DAZN.

The move signals a shift in the streaming landscape, with Disney+ evolving beyond entertainment to become a more comprehensive platform for both live sports and general content.

Kylie Watson-Wheeler, The Walt Disney Company ANZ senior vice president and ESPN Asia-Pacific head, called it a milestone moment in ESPN’s 30-year history in Australia. “We’re thrilled to bring ESPN’s compelling sports offering to Disney+ subscribers in addition to the expansive and beloved entertainment already available on the platform,” she said.

Australia and New Zealand will be the first English-speaking markets outside North America to introduce ESPN on Disney+, following its US debut in December 2024. The integration underscores Disney’s global strategy to merge live sports with its broader entertainment portfolio, which already includes brands like Pixar, Marvel, Star Wars, and National Geographic.

Foxtel still a key player in ESPN distribution

Despite Disney’s growing sports ambitions, ESPN will remain available through Foxtel, Kayo Sports, Fetch TV, and Sky NZ, ensuring that subscribers outside the Disney+ ecosystem can still access the network. ESPN’s local operations span TV, digital, and editorial platforms, with its 30th anniversary in Australia set for September 2025.

As competition in the sports streaming space intensifies, the Disney+ and ESPN bundle adds another layer to the battle for live sports audiences. With the backing of Disney’s content empire and a major local campaign fronted by Kyrgios, the platform is betting on sports as a key driver for subscriber growth.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

News Corp Australia has announced an exclusive partnership with Tubi, the ad-supported streaming platform owned by Fox Corporation, marking a significant expansion of News’ video strategy into the connected TV space.

The collaboration enables News Corp Australia to extend its audience reach beyond mobile, desktop, and tablet to now include connected TV screens. News Corp Australasia executive chairman Michael Miller said, “We already reach four in five online Australians across mobile, desktop and tablet. With the addition of Tubi, we can now reach all screens, connecting to even more Australians and creating new commercial opportunities for our partners.”

Tubi has emerged as a formidable player in the global streaming market, surpassing 97 million monthly active users and streaming over 10 billion hours of content in 2024 alone. The platform boasts the world’s largest collection of premium on-demand content, with more than 275,000 movies and TV episodes, including Hollywood blockbusters, sitcoms, reality shows, nostalgic hits, and indie films.

Unlocking new advertising opportunities

News Corp’s client partnerships managing director Lou Barrett described the partnership as a pivotal moment for advertisers. “Tubi is the made-for-ads streaming service. This landmark partnership allows us to unlock new commercial opportunities for brands looking to connect with a highly engaged audience in a brand-safe environment, delivered with the same commitment to data, engagement, and outcomes that our clients have come to expect.”

The partnership also enhances News Corp’s advertising capabilities on connected TVs. managing director and publisher of free news and lifestyle, Pippa Leary, said, “Joining forces with Tubi means for the first time we have access to the big screen in the lounge room. Using our unique first-party data tool, Intent Connect, we can now sell targeted ads that are full screen, unskippable, with sound on. This complements our existing video ad suite that covers both desktop and mobile devices but tends to be weighted heavily during the workweek. Now with Tubi, we can reach all Australians on all screens in all formats.”

Strengthening Tubi’s presence in Australia

From Tubi’s perspective, this collaboration strengthens its presence in the Australian market. Tubi executive vice president and managing director, international, David Salmon, noted the changing media landscape and the value of the partnership. “We are witnessing a seismic shift in where and how content is being consumed. Tubi is at the forefront of this transformation, providing audiences with a premium entertainment experience that is 100 percent free. Our platform is purpose-built to help audiences find the content they love: we use sophisticated machine learning to deliver personalised experiences that make content discovery both surprising and delightful. The partnership with News Corp Australia allows us to continue growing in this important market and provides a trusted team for advertisers in Australia.”

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Half Dome has been appointed as the full-service media agency for ABN Group Victoria.

The independent agency will oversee managing the Australian construction, property, and finance company’s media planning and buying, including digital, out-of-home, and radio for ABN Group Victoria’s residential home building brands, Boutique Homes and Homebuyers Centre.

Half Dome’s appointment marks a major milestone in ABN Group’s marketing transformation, spearheaded by Astrid Kelaher, who was recently appointed general manager of marketing.

Kelaher said the appointment of Half Dome comes at a time of significant evolution for the business. “As part of ABN Group’s aspirations to transform to a consumer-led operating model, an exciting digital transformation is on the horizon, focused on personalisation and evolving our much-loved residential brands to further celebrate their position in market.”

“Half Dome’s strong understanding of the brands, broad capabilities, and progressive challenger mindset, makes the agency the right partner for us, during this significant transformation.”

Will Harms, chief client officer at Half Dome, reiterated the value alignment between the two businesses. He said: “Our shared curiosity and attitude will help drive the marketing transformation, and we’re excited to deliver industry-leading outcomes together.”

“Collaborating closely with ABN Group Victoria’s ambitious team, we are eager to leverage our strategic expertise to drive the group’s next phase of growth.”

The Half Dome and ABN Group Victoria partnership is now in effect, with media buying well progressed.

ABN Group Victoria joins Half Dome’s client portfolio, including The Good Guys, NBN, OES, Ego Pharmaceuticals, GMHBA and more. Last year, Half Dome was appointed to handle performance media for Amplify, a not-for-profit, with the ambition to bring together people from all walks of life to make a difference on important issues facing them.

Top image: Will Harms

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

News Corp Australia has taken a major leap forward in audience intelligence with the unveiling of enhanced data capabilities for its Intent Connect platform. The updates, announced today at the publisher’s annual D_Coded event, are designed to streamline campaign planning, execution, and measurement, delivering greater efficiency and impact for advertisers.

According to Lou Barrett, News Corp Australia’s managing director of client partnerships, these advanced tools eliminate guesswork from media planning, ensuring brands can reach the right audiences with the right message at the right time.

“At News, we are hyperfocused on driving engagement with our audiences because it allows us to understand the motivation behind the data,” Barrett said. “Active engagement reveals genuine intent, and that translates into real action. News’ combination of scale, truly engaged audiences, rich data, and brand safety allows us to deliver far superior campaign performance and measurable business outcomes for our clients.”

AI-powered audience targeting & measurement

The enhancements to Intent Connect introduce more than ten new features, with four key upgrades announced today:

• (C)AI segment builder: Initially introduced at D_Coded last year as an AI chatbot, (C)AI has now evolved into a powerful Large Language Model trained on data from News Corp’s digital network. Advertisers can describe their ideal target audience, and (C)AI will intelligently build an optimal audience using first-party and partner data.

• Recommendation engine: This new tool expands campaign reach by identifying additional data points that align with the client’s target audience. It analyses user behaviours, interests, and intent to uncover insights that refine targeting strategies.

• Content connect: A significant upgrade to this feature now integrates News’ first-party data with insights from strategic partners, offering enhanced precision and personalisation. This allows advertisers to gain deeper insights into audience intent and preferences.

• Campaign and attribution summary: This market-leading innovation delivers real-time analysis of campaign performance, providing actionable insights both during and after campaigns. The tool integrates News’ independent suite of measurement reports to demonstrate tangible business impacts, including brand uplift, in-store visits, and actual sales, within a unified dashboard.

Privacy & compliance at the core

Dean La Rosa, News Corp Australia’s general manager of commercial data, added, “We are constantly developing and evolving the most compelling and privacy-compliant data proposition in the market, ensuring brands can leverage high-quality data signals with confidence,” La Rosa said. “Our commitment to transparency and compliance means that when brands engage with us, they gain access to deeper audience insights than ever before, driving real-world impact and lasting business value.”

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

News Corp Australia has launched NewsGPT, an enterprise-grade generative AI tool designed for internal use, bringing artificial intelligence into the company’s newsroom and business operations.

The company’s chief technology officer, Julian Delany, announced the launch in an internal email to staff on Tuesday, describing NewsGPT as a secure AI platform built specifically for News Corp Australia. The tool integrates multiple AI models, including OpenAI’s ChatGPT, Google’s Gemini, and Anthropic’s Claude.

“It’s a tool to enhance your capabilities, not replace them,” Delany told staff in the email, seen by Mediaweek.

“Unlike public AI tools, NewsGPT safeguards News Corp Australia’s data and ensures complete compliance with our privacy standards. All your interactions remain secure and private within our NCA environment.”

How NewsGPT will be used inside News Corp

The rollout of NewsGPT is being positioned as an AI-powered assistant to streamline newsroom and corporate workflows. According to Delany, the tool will help employees:

• Support content creation – Generate drafts, refine writing, and brainstorm ideas.

• Reduce information overload – Summarise lengthy documents and highlight key insights.

• Streamline daily tasks – Assist with meeting agendas, planning, and performance reviews.

• Ensure editorial accuracy – Validate email tone and alignment with company guidelines.

Employees are gradually receiving access this week, with a full rollout expected by Friday. Staff will be notified via email when they can log in via their OKTA dashboard.

The launch of NewsGPT signals a major step in News Corp Australia’s AI strategy, following global efforts by publishers to balance AI’s benefits with editorial integrity.

While some media companies remain cautious, News Corp is moving towards integrating AI into daily operations, aligning with international trends in AI-powered journalism.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

The Outdoor Media Association (OMA) has welcomed three new members – Just Look Media, Locus Outdoor, and TechMedia – reflecting the ongoing evolution of the Out of Home (OOH) industry. The expansion comes at a time of transformation, with the launch of the new audience measurement system, MOVE, and a focus on diversifying revenue streams.

OMA CEO Elizabeth McIntyre highlighted the significance of these new additions. “We are thrilled to welcome media owners Just Look Media, Locus Outdoor, and media supplier TechMedia. Their expertise will help drive the future of Out of Home, strengthening our industry’s ability to collaborate, grow, and diversify.”

Navigating a shifting OOH landscape

The OOH sector has experienced steady membership growth, with a 20% increase over the past two years. However, the industry is also adjusting to a flatter revenue outlook in 2024. Recent reports suggest that while Out of Home advertising remains a resilient medium, media owners are looking at new assets and partnerships to sustain growth. OOH businesses are investing in digital expansion, improved audience measurement, and integrating data-driven solutions to enhance their value proposition.

Alex Bolton, commercial director at Just Look Media, sees OMA membership as a way to foster greater industry collaboration. “Joining the OMA is an exciting step for us as we continue to expand and contribute to finding new and innovative ways for media agencies and commercial property owners to connect.”

Locus Outdoor’s operations director and co-founder, Lara Sands, echoed this sentiment, emphasising how membership will support their next phase of expansion. “Joining the OMA is a key milestone for Locus, which now helps position us for our next stage of growth within the industry and is testament to our ongoing success as Australia’s Government Only OOH supplier.”

A focus on digital and audience engagement

TechMedia’s general manager, Dan Carrapetta, pointed to the increasing role of digital and data-driven advertising in the OOH space. “At TechMedia, we’re proud to be part of the OMA community. From stadiums and events to retail and office networks, airports, and transport hubs, we help businesses across Australia connect with their audiences through smarter digital signage, ad management, and audience measurement solutions.”

With OOH operators focusing on emerging technologies and new revenue streams, the industry is positioning itself for long-term resilience. As OMA expands its membership and new audience measurement tools like MOVE roll out, the sector is adapting to a changing advertising landscape while maintaining its role as a key channel for brand engagement.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Bearded Kitten has appointed Vinny Panchal as managing partner to strengthen the company’s Australian operations.

Panchal brings over a decade of experience at Jack Morton Worldwide and a proven track record across leading global agencies including Weber Shandwick to the global creative experience agency.

His strategic leadership will help drive Bearded Kitten’s growth initiatives in the Australian market, building on the momentum created since the Sydney office launched last year.

“In a world where creative experiences have become increasingly predictable and programmatic, I was instantly drawn to Bearded Kitten’s unique festival-first approach to audience engagement,” Panchal said.

“Their vertical runway for Farage’s Two Point One launch – where models defied gravity instead of walking a traditional catwalk – showcases the innovative thinking that resonates with Australian audiences. I’m excited to help this talented team bring their Kitten-inspired transformation to the vibrant APAC market.”

Barney Sutton, founder and CEO of Bearded Kitten, said: “Vinny’s appointment represents a pivotal moment for our Australian operations. His unique understanding of audience engagement and proven ability to transform brand moments into cultural phenomena makes him ideal to help bring our festival DNA to the APAC market. For us, every event should feel like stepping into a new world and Vinny inherently understands how to create those immersive experiences.”

Bearded Kitten has already established momentum in the Australian market with the Mailchimp FWD Conference, returning to Sydney on March 26th. This event builds on the company’s impressive global portfolio, which includes transformative experiences for Amazon, Netflix, Google, Lego and Mailchimp’s From: Here, To: There conference in London.

With research showing that 67% of APAC consumers desire deeper brand connections, Panchal will focus on applying Bearded Kitten’s festival psychology approach to help brands create even more meaningful experiences for Australian audiences.

From the Sydney headquarters, Panchal will collaborate with a team of creative minds, technical innovators and culture-shaping talent dedicated to proving that brand activations can deliver the same emotional impact as cultural festivals.

“This is more than just expanding our footprint,” added Panchal.

“It’s about bringing our festival-inspired approach to Australia’s already dynamic experience landscape – one that infuses energy and community spirit into every brand interaction. We’re inviting brands seeking unforgettable experiences and creators who champion fun to join us in this movement.”

Top image: Vinny Panchal

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Australians are prioritising experiences that bring value and meaning, despite continued cost of living to challenges in households across Australia.

Canvas8, a global strategic insights practice, released a report that found the cost of living continues to challenge households across the country, Australians are rethinking how they travel, prioritising experiences that bring value and meaning.

Research from Skyscanner’s 2025 behavioural and industry trend report reveals that the demand for budget-friendly travel is rising, with more Australians than ever looking to balance work and play through workcations and local getaways.

The Canvas8 report, Why Aussies find ways to travel even on a tight budget, was authored by Australian writer Heidi Bain and features expert comment from Donna Berry, head of commercial revenue at Currumbin Wildlife Sanctuary on Queensland’s Gold Coast, and Brendon Matthews, the owner of Ballina Heritage Inn on New South Wales’ far north coast.

The Canvas8 experts found that, despite financial challenges, Aussies are creatively navigating the travel landscape, seeking out opportunities that reflect their personal passions and interests.

“When things get tough, Australians are more selective about what they spend on, and experiences are what will create great memories,” Berry said. “We have animal encounters like breakfast with the koalas, and after COVID, bookings have really increased because it leaves them with a special memory.”

Aussies turn to their own backyard

According to recent surveys, 91% of Australians are planning a trip in 2024, and many are shifting their focus to domestic destinations. The research found that Australians are overwhelmingly favouring homegrown holidays, with Queensland, New South Wales, and Victoria topping the list for popular travel destinations. But while their travel ambitions remain intact, Australians are adapting by tightening their budgets. A recent NAB report revealed that many Aussies are setting aside about $528 a month to cover the costs of travel, with a substantial portion of the savings going toward everyday essentials or mortgage payments.

Despite the tightening of travel budgets, the desire for meaningful travel experiences has not waned. In fact, 83% of Australians indicated they are now seeking ways to reduce travel expenses to maintain their vacation habits. Shorter holidays are becoming more common, with 53% opting for getaways that last between two to seven days.

“We’re finding that our visitor intake numbers are up because, yes, things are tough, but that’s also what makes Australians determined to take holidays,” Berry said. “Experiences mean even more to them now, so they’re more prepared to spend on them.”

One of the biggest shifts in the Australian travel scene is the rise of workcations, where employees combine work with leisure. The 2024 research found that 77% of Australian hybrid workers would consider taking a workcation if their company supported it. Workcations are benefiting both employees and employers, with studies showing that those who take workcations report 20% greater job satisfaction.

As hybrid work continues to gain momentum, the demand for workcation-friendly accommodations is soaring. Companies such as Qantas are responding by offering workcation hotels that are equipped with high-speed Wi-Fi and workspace facilities near popular tourist destinations. These offerings provide an opportunity for Australians to blend work responsibilities with the relaxation of a holiday, allowing them to recharge without taking time off.

Sports-related trips are on the rise

Aussies are increasingly seeking vacations that align with their passions. Around 28% of Australians are planning sports-related trips, while 31% are booking holidays to visit locations featured in their favourite video games. Passion-driven travel is redefining what Australians consider a memorable vacation, with a rising interest in exploring niche, often lesser-known destinations that resonate with personal interests.

“Many hotels discount to fill rooms, but it can be damaging,” Brendon Matthews, owner of the Ballina Heritage Inn, warned. “You might attract the wrong clientele and risk annoying your regulars by dropping rates they might miss out on.”

This trend extends to pop culture tourism, with Australians flocking to locations tied to their favourite movies, games, and shows. For example, the Silverton Hotel in NSW has become a major draw for Mad Max II fans, offering an immersive experience that includes a museum and iconic vehicle displays. These kinds of unique travel experiences, which tap into the Australian love for adventure and storytelling, are gaining traction as more Aussies seek enriching and passion-driven escapes.

As the global group buying market continues to grow, Australian consumers are increasingly turning to discounts and membership deals to make travel more affordable. Platforms like Scoopon, Groupon, and Deals are capitalizing on the demand for deals, offering bargain hunters exclusive promotions on domestic and international travel. Meanwhile, companies like Accor Hotels are tapping into the staycation trend, offering members special rates and exclusive experiences to encourage local exploration.

Berry also highlights the growing importance of memberships for building customer loyalty. “As a business that attracts families, the membership model is perfect. Yet it’s essential to create new attractions and experiences that keep everything fresh to ensure their membership is worthwhile and keep them coming back to use it.”

Nick Morris, UK-based founder and managing director of Canvas8, said, “As Australians continue to embrace budget-conscious travel without sacrificing quality experiences, businesses are presented with numerous opportunities to innovate and meet these evolving needs.

“For example, helping Aussies make financially responsible travel decisions, offering attractive membership deals, and tapping into the workcation and passion-driven tourism trends can yield valuable results. With Australians prioritizing local getaways and personal experiences, companies that cater to these needs will be well-positioned for success in 2025.”

Keep on top of the most important media, marketing, and agency news each day with the MediaweekMorning Report – delivered for free every morning to your inbox.

5D has announced the appointment of Andrew Slot as managing director, Melbourne, as part of its strategic growth initiative. The company, specialising in “Science of Choice” driven consumer insights, aims to bolster its presence in Victoria and broaden its reach across the APAC region. This move aligns with 5D’s objective to strengthen its global capabilities in consumer insights, growth strategies, and marketing effectiveness.

Industry experience and expertise

Slot brings over 15 years of leadership experience in customer insights, brand development, and data-driven strategies. In his new role, he will focus on expanding 5D’s offerings in brand, customer experience, and product research while deepening client relationships and growing the company’s footprint in Australia.

Leveraging the ‘Science of Choice’

5D founder and CEO Lyndall Spooner highlighted the company’s commitment to providing businesses with insights driven by its ‘Science of Choice’ methodology. By integrating mixed research methodologies with consumer behaviour analysis, 5D aims to support brands in optimising growth, engagement, and customer retention.

“Andrew’s appointment and the launch of our Melbourne office mark key milestones in our expansion,” Spooner said. “Our goal is to help businesses both domestically and internationally improve their brand performance through our research-driven methodologies and insights.”

She also noted the challenges businesses face in a fragmented market and emphasised how 5D’s approach simplifies complex data to support growth and customer retention.

Commitment to client success

Slot expressed his enthusiasm for joining 5D, emphasising the company’s focus on innovation and advanced research capabilities. “It’s an exciting time to be part of such a dynamic and technology-driven company,” he said. “I look forward to helping businesses achieve sustainable and impactful outcomes through data-driven insights.”

Pictured: Andrew Slot

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

McDonald’s has brought back its Surprize Fries promotion to Australia and New Zealand with more surprises for consumers.

The ever-popular activation is enabled through the transformational technology of iWin, the proprietary game engine designed and managed by global marketing agency tms.

The promotion will feature an improved 1 in 3 chance to win free food, merchandise, gift cards from their favourite brands, and cash. The peel returns from last year with each order of fries, either revealing an instant prize or a code that can be scanned in the McDonald’s app for gamified reveals, resulting in a prize or an entry to a weekly prize sweepstakes.

The gamified experience each week during the month-long promotion, McDonald’s will unveil a new Surprize Prize featuring exciting “money can’t buy” experiences to delight customers and celebrate McDonald’s fries – the unsung hero of every McDonald’s meal.

The new experience is delivered seamlessly using tms’s iWin proprietary game engine technology, which delivers secure and scalable engaging customer experiences.

“We’re constantly seeking new and innovative ways to surprise and delight our customers through our promotions,” Stuart Nyman, digital client engagement lead at tms, said. “This year, our digital experience takes it to the next level, offering something fresh and exciting for McDonald’s fans.”

McDonald’s created the campaign in partnership with tms, and other partner agencies including Akcelo, which created the front-end digital experience in the app; DDB handling creative communications; and Creata, delivering the prize pool and ticket printing. Digitas is the CRM agency in Australia, while Track manages CRM for New Zealand, and Mango is the PR agency. OMD handles media planning and buying.

Surprize Fries will run across Australia and New Zealand until 1st April.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

After a night of performances and close voting, Australian Idol farewelled Mzuki and Aaliyah Dechesne, as the competition narrowed down to its Top 10 on Seven and 7plus.

Tight voting sees two artists eliminated

Before the results were announced, the Top 12 delivered a group performance of their single Listen to the Music, which has since reached #1 on iTunes. Hosts Ricki-Lee and Scott Tweedie revealed that only a small number of votes separated those who advanced from those at risk of elimination.

Mzuki, Bony Onyango, Hannah Waddell, and Aaliyah Dechesne landed in the bottom four, with judges Marcia Hines, Kyle Sandilands, and Amy Shark acknowledging the difficulty of the decision. “I have fallen in love with all of them, it doesn’t matter who goes, it sucks,” Amy said. Meanwhile, Iilysh Retallick and Marshall Hamburger were sent straight to the Top 10 by the judges.

Final performances before elimination

Each of the bottom four performed one last time in a bid to secure a spot. Bony performed Jay Sean’s Down, while Mzuki showcased her rap talent with Players by Coi Leray. Aaliyah’s rendition of Who’s Loving You by The Jackson 5 earned a standing ovation, and Hannah delivered a disco-infused take on Blondie’s Heart of Glass.

Despite strong performances, Mzuki and Aaliyah were ultimately eliminated. “Thank you, Australia. Thank you for having me, and to everyone who voted for me. I am going to keep going,” Mzuki said following the results. Kyle Sandilands called her exit a “disappointment,” adding, “It’s a shame. Keep in touch. When you put a record out, I would love to have the chance to play it for you.”

Aaliyah expressed gratitude for the judges’ support, saying, “Thank you for seeing something in me when I didn’t even see it in myself. I will continue on my musical journey.” Marcia Hines praised her parting performance, adding, “Thank you for your grace, your talent, and your humility.”

The 2025 Australian Idol Top Ten

Bony Onyango, 25, Brisbane, QLD

Emma Jones , 23, Canberra, ACT

Gisella Colletti, 16, Perth, WA

Hannah Waddell, 25, Doubleview, WA

Iilysh Retallick, 17, Culcairn, NSW

Jake Whittaker, 30, Stockleigh, QLD

Jaymon Bob 23, Rockhampton, QLD

John Van Beek 19, Perth, WA

Marshall Hamburger, 19, Doonan, QLD

William Le Brun 21, Melbourne, VIC

Australian Idol continues 7.00pm Sunday on Seven and 7plus 

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Tuesday 11 March: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s Married at First Sight recorded a total TV national reach of 2,843,000, a total TV national audience of 1,728,000, and a BVOD audience of 472,000.

Seven’s Seven News recorded a total TV national reach of 2,364,000, a total TV national audience of 1,517,000, and a BVOD audience of 94,000.

Nine’s 9News recorded a total TV national reach of 1,953,000, a total TV national audience of 1,224,000, and a BVOD audience of 143,000.

Also on Nine, A Current Affair recorded a total TV national reach of 2,056,000, a total TV national audience of 1,219,000, and a BVOD audience of 63,000.

While Seven’s Australian Idol recorded a total TV national reach of 1,731,000 a total TV national audience of 883,000 and a BVOD audience of 83,000.

People 25-54

Nine’s Married at First Sight:
• Total TV nation reach: 1,202,000
• National Audience: 801,000
• BVOD Audience: 297,000

Nine’s 9News:
• Total TV nation reach: 773,000
• National Audience: 434,000
• BVOD Audience: 73,000

Nine’s A Current Affair:
• Total TV nation reach: 677,000
• National Audience: 384,000
• BVOD Audience: 80,000

Seven’s Seven News:
• Total TV nation reach: 639,000
• National Audience: 388,000
• BVOD Audience: 49,000

Seven’s Australian Idol:
• Total TV nation reach: 537,000
• National Audience: 249,000
• BVOD Audience: 42,000

People 16-39

Nine’s Married at First Sight:
• Total TV nation reach: 604,000
• National Audience: 429,000
• BVOD Audience: 210,000

Nine’s 9News:
• Total TV nation reach: 301,000
• National Audience: 165,000
• BVOD Audience: 37,000

Nine’s A Current Affair:
• Total TV nation reach: 281,000
• National Audience: 144,000
• BVOD Audience: 46,000

10’s Australian Survivor:
• Total TV nation reach: 224,000
• National Audience: 138,000
• BVOD Audience: 29,000

Seven’s Seven News:
• Total TV nation reach: 220,000
• National Audience: 128,000
• BVOD Audience: 24,000

Grocery Shoppers 18+ TV Ratings

Nine’s Married at First Sight:
• Total TV nation reach: 2,214,000
• National Audience: 1,364,000
• BVOD Audience: 376,000

Seven Seven News:
• Total TV nation reach: 1,860,000
• National Audience: 1,211,000
• BVOD Audience: 76,000

Nine’s 9News:
• Total TV nation reach: 1,755,000
• National Audience: 1,100,000
• BVOD Audience: 111,000

Nine’s A Current Affair:
• Total TV nation reach: 1,545,000
• National Audience: 979,000
• BVOD Audience: 116,000

Seven’s Australian Idol:
• Total TV nation reach: 1,334,000
• National Audience: 697,000
• BVOD Audience: 67,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.