Secrets Down Under

Specialist travel agent, Austravel, has relaunched its website as it shifts online marketing to the center of its promotional efforts.

The new site is at the heart of Austravel's strategy for increasing market share and brand awareness. The company is trying to showcase its new re-branding campaign, which focuses on a theme of sharing secrets--and who doesn't love to be in on a secret? Which restaurant is the best kept secret in town? Where do the locals shop? Anyone who travels can relate. Further content and functions will be launched later in the year, including a forum where consumers can share their own travel secrets; a relaunch of the site's booking system and a section to create detailed itineraries. The site is being promoted by e-mail to 80,000 people.