Drop your pin in Australia with Ten’s new lifestyle and travel blog for Westpac 

Using content to drive customer acquisition

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Until recently, all the content that Ten produces has only been available to our members behind a password-protected site. Our content is precious because it’s been carefully curated by a team of award-winning writers and editors. We tailor our content to our members, and use their behaviour and needs to inform it. Each of the articles, magazines, and guides help members plan adventures, elevate their lifestyle – and demonstrate how they can make the best use of their concierge service.  

In 2022, however, we decided to let our content out into the world – Australia to be specific. This content has the aim of telling a broader audience the story of Ten’s unique service. What’s more, it’s a service that many Australians might already have access to through our client Westpac, one of Australia’s Big Four banks.  

Enter Pindrop Adventures, a lifestyle and travel blog dedicated to helping Australians find the top things to do near them, the finest places to eat and drink locally and abroad, and the premier destinations to travel to across the continent and beyond. Our travel features are informed by our members’ behaviours as well as our on-the-ground experts in Sydney.  

The Pindrop Adventures writers know Australia well and have in-depth insider knowledge of the culinary scene and local experiences. We’ve optimised our highly curated travel blog content for SEO and gearing it to a local audience’s search behaviours. This will entice more would-be members to activate their service and turn nonmembers into leads for Westpac. 

Through our Westpac partnership, many Australians have eligible cards that offer them complimentary access to this service and they might not even know it. And for Australians who don’t bank with Westpac or one of its affiliates – St.George Bank, Bank of Melbourne, or BankSA (formerly The Bank of South Australia) – they can sign up for an eligible card to receive this service as part of their benefits.  

This travel blog is all part of an effort to provide a new generation of Australians with better ways to travel and perks they wouldn’t otherwise have or enjoy: room upgrades, spa credit, complimentary nights on their hotel stays, even everyday shopping, and restaurant benefits.  

Pindrop Adventures first launched to the world in late 2022, and we’ve already attracted an audience of organic searches. We’ll continue building backlinks and optimising our site and its content to track conversions and organic traffic as we grow our authority in this exciting initiative.  

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