Mat McLachlan Battlefield Tours’ WW1 Centenary Tours

Mat McLachlan Battlefield Tours’ WW1 Centenary Tours | Anne Wild & Associates | Travel Lifestyle Network


Three month campaign (February 2015 to April 2015) promoting the four year centenary of World War I (2014-2018) as the key period to commemorate the Anzacs on the battlefields where the Anzac legend was born. Position Mat McLachlan Battlefield Tours (MMBT) as the operator of choice, promote the company’s range of battlefield tours throughout the centenary period – commencing with Anzac Day 2015 – and grow booking numbers.


National media relations driven strategy targeting travel trade and consumer travel media, utilising diverse angles to generate cut-through in a cluttered marketplace. Tactics included:

  • Dedicated reach-out to travel trade media, to drive last minute Anzac Day Gallipoli 2015 bookings and increase awareness of battlefield touring opportunities throughout the centenary of WWI period – positioning MMBT as the preferred operator of choice for agents.
  • Consumer travel and news media release and story pitch series, including:
    • Promotion of MMBT special Gallipoli Anzac Day Dawn Ceremony, including exclusive live performance by iconic singer, Eric Bogle, and involvement of Australian television presenter Ray Martin as compere.
    • Exclusive story pitch highlighting must-visit battlefields to Australia’s number one travel liftout, Escape (published each Sunday in News Limited’s national newspaper mastheads), resulting in a double page story featuring MMBT’s range of tours across the Western Front, Vietnam, Singapore and more.
    • Interview blitz featuring founder of MMBT, Mat McLachlan, wrapped around the growth in battlefield travel and “unsung heroes of Gallipoli” – designed to elevate Mat’s profile as one of Australia’s leading war historian, and hence the credibility of the battlefield tours bearing his name.


  • Negotiation of television broadcast opportunities in Gallipoli, showcasing the MMBT tour groups and including interviews with Mat McLachlan, including:
    • Live TV interviews with national breakfast programs.
    • Television news segments featuring interviews with Mat McLachlan and passengers travelling on the MMBT tours;
    • Live broadcast by national news program from the MMBT special Dawn Ceremony at Fort Dardanos, Canakkale as part of the network’s rolling Anzac Day coverage – including multiple live crosses from 6am to midday.


  • Social media support, including:
    • Provision of content for sharing across social media – including links to media articles, and development/editing of bespoke content such as videos.


Over 45 interviews with print, online, radio and TV media were coordinated for Mat McLachlan


768 media clips – including print (magazine, newspaper), online, radio and TV – were generated, equating to and AVE of AU $2,959,379. Audience reach from all media coverage exceeded 14,614,083


MMBT reported sold-out Anzac Day Gallipoli 2015 Tours, and significant increase in inbound enquiries for all battlefield tours over the four year period.