How Australian Traveller Media increased their time on page by 30%.

Australian Traveller Media is the authority when it comes to Australian travel inspiration. Across their platforms of print and digital – they create compelling content to captivate anyone dreaming of travel.

The problem

In 2018, Australian Traveller Media was looking to push the boundaries of their digital content, to see how they could connect with their audience on a deeper level. With an already strong existing online audience, they were striving to amplify engagement and drive action.


The solution

Working with the Alpaca mapping toolkit, the team at Australian Traveller Media started creating interactive maps for their articles. Alpaca gave them the tools to connect with their audience through map-based storytelling. Their itineraries came to life, and their guides were now portable.

“We are always looking for new ways to make travel better for our readers and Alpaca has complemented our content offering by making it easy for readers to get a clear picture of a destination’s must-see sights and experiences on a map. It helps them build a realistic itinerary for their holiday that factors in location and travel time, while also offering highlights to see along a journey that they’d otherwise miss. We’ve also seen our time on page metric increase as a result, which is a big win for us!” – Katie Carlin, Editor-in-chief, Australian Traveller Media

The simplicity of Alpaca has meant that their editorial team have now created over 200 rich media maps, with no coding required.

The impact

They have seen an increase in on-page engagement – with a 30% increase in time on page for articles featuring a map made with Alpaca. They have also extended their audience reach beyond the pages of their platforms. Their map-based Alpaca content is portable. It’s designed to connect their audience from inspiration through to in-destination exploration. In a domain full of noise, Australian Traveller Media is now delivering their content partners unique value.