Dark Tourism

Forward Travel is an Australian-owned tour operator specialising in off-the-beaten-path destinations. Their itineraries are designed for travellers who’ve ticked off the major landmarks and are ready for something different — experiences that are immersive, culturally rich, and often far from the tourist trail.

Catering primarily to seasoned, well-travelled Australians, Forward Travel focuses on journeys that go deeper than guidebook highlights, often into regions most tour companies won’t touch.

Before this campaign, Forward Travel was flying under the radar. Despite offering truly unique travel experiences, their brand had little visibility in a crowded market dominated by larger, more conventional tour operators.

The brief was clear:

• Boost awareness of Forward Travel among their niche audience.
• Improve search visibility for unconventional travel queries — especially around the growing trend of dark tourism.
• Position Forward Travel as a credible voice and thought leader in niche travel journalism.

The challenge? Promoting destinations like Iraq, Afghanistan, and Sierra Leone to an audience who may have never considered them — and doing so in a way that intrigued, educated, and reassured.

We knew the story had to be more than “here’s a place you’ve never been.” It needed to tap into travellers’ curiosity while reframing perceptions of these destinations.

Step 1: Finding the hook

We explored dark tourism — travel to places associated with history, conflict, or tragedy — and built narratives around its cultural and educational value. This reframing made destinations often overlooked, like Iraq or Sierra Leone, sound not just intriguing, but worth adding to a travel bucket list.

Step 2: Crafting the story

Working closely with Forward Travel, we shaped a press release that:

• Positioned them as specialists in immersive, unconventional travel.
• Highlighted specific destinations with compelling cultural angles.
• Balanced intrigue with safety and credibility.

Step 3: Strategic media outreach

Through Medianet, we targeted travel and tourism journalists both in Australia and abroad. Instead of relying solely on distribution lists, we personalised our pitch, offering photo opportunities and helping shape interview responses so journalists had ready-to-use material.

Step 4: Global reach with local depth

Coverage was secured in high-value domestic outlets like news.com.au, The Leader, and travelBulletin — plus major international wins, including the New York Post, which gave Forward Travel direct exposure to the US market.

The campaign didn’t just put Forward Travel on the map — it expanded their map.

• Media Reach: Coverage in Australian outlets and international publications across the US, Europe, Asia, and the Middle East.
• Search Impact: Impressions jumped from 0 in 2023 to 79k in 2024; clicks rose from 0 to 357.
• Lead Generation: Multiple new enquiries, including a surge from American travellers directly after the NY Post feature.
• Brand Positioning: Recognition as a credible, quotable source in niche travel journalism — standing alongside much larger operators.

By pairing strategic PR with an unusual but timely travel trend, Forward Travel broke through the noise — turning destinations most travellers overlook into headlines, backlinks, and booked trips.