We have worked with AAT Kings and Inspiring Journeys since April 2021 and during that time have created significant and ongoing awareness for the brands, generating more than 110 MILLION media impressions and more than $20 MILLION dollars of ASR value.

In 2023 alone, we secured a total media impressions number of 58,619,542, which was an increase of over 79% compared to 2022.


Our PR efforts for AAT Kings Group for over two years, have garnered phenomenal results and international media coverage. 

We have achieved this through the implementation of a number of key PR campaign elements including:

  1. Managing and hosting media events, including shining a light on new tour and new season launch announcements in key marketing like Melbourne, Sydney and New Zealand
  2. Creative campaign development around key moments including new branding, new tour offerings and trade incentives
  3. Working with key Tourism body partners, namely Tourism Australia, Northern Territory Tourism, Western Australia Tourism and the South Australian Tourism Commission
  4. Writing and distributing media releases on partnerships and deal offerings
  5. Tapping into travel trend conversations and newsjacking around travel insights
  6. An ongoing, proactive media relations strategy placing the brand/s top of mind to reporters in the space

Wild Awaits Rebrand – 2021

As part of AAT Kings’ 2021 brand refresh and rebrand campaign, ‘Wild Awaits’ we launched a multi-pronged PR campaign to engage with lifestyle and travel media across Australia and New Zealand. As part of these efforts Eight Communications:

  1. Developed and distributed trade communications to marketing and advertising press, securing top-tier coverage in publications like Mumbrella, B&T and Campaign Brief
  2. Developed and distributed consumer communications to travel and lifestyle press, highlighting the new face of AAT Kings
  3. Carefully crafted a unique media drop to top-tier travel press within Australia, announcing the campaign and highlighting key AAT Kings markets with local and specialised products from their touring itineraries
  4. The PR for Wild Awaits created buzz across verticals and resulted in over 4 million media impressions on the repositioning and new season announcement alone. 


Aboriginal Culture & Australia Highlights tour launch

In 2023 AAT Kings was ready to announce the launch of their 2024/2025 season, and along with it unveil a new tour offering that tapped into the rise in popularity of indigenous tourism experiences. As part of the PR efforts around this moment Eight Communications:

  1. Developed, coordinated and led the organisation and running of two key media launches in both Melbourne (at Big Esso’s Mabu Mabu) and Sydney (at the iconic Bennelong restaurant). Both events were attended by top tier travel media and tourism bodies, alongside AAT King partners, including Tourism Australia, and served as a platform for the brand to speak to their key audience and set the seed for not just the new tour, but conversations around Indigenous tourism as a whole
  2. Drafted and distributed press releases and key communications around the season/tour launch
  3. Tapped into feature opportunities for AAT Kings tour partners and the brand’s CEO to speak on Indigenous Tourism, alongside the new tour offering
  4. This moment saw almost 60 members of the media attend the launch events, and garnered over 11.2 MILLION impressions from resulting coverage, in just three months (and counting).