A free, irreverent companion guide for non-Australians — live on the web, expanding to iOS and Android. A new channel for Australian businesses to reach inbound travellers.
A high-intent, decision-receptive audience that's hard to reach through any other channel: international travellers actively planning or currently on an Australian trip.
US, UK, Canada, Western Europe primarily. Increasingly Singapore, India, Japan. Median age 28–45. Educated, urban, English-speaking.
International visitor average daily spend in Australia: ~AUD $300/day. Median trip total: AUD $5,500+. Pre-trip lift on hotels, tours and gear is meaningful.
Most have not yet booked accommodation, regional itineraries, or experiences when they download. The pre-trip and in-flight windows are prime influence moments.
Users open the app multiple times across the trip lifecycle: pre-trip planning, in-flight, on-arrival, throughout the journey. Average 4–6 sessions/month.
Live now on the web at auscyclopedia.app, with iOS and Android apps following. A fully searchable, voice-driven guide to Australian language, etiquette and everyday life — with depth, scenarios, and the irreverent honesty travellers share with their friends.
280+ dictionary entries · 200+ translation pairs · 22 etiquette explainers · 16 communication scenarios · audio pronunciation · offline use.
Australia's inbound tourism is back above pre-2020 highs — but the channels for reaching those visitors at consideration haven't evolved with them.
Lonely Planet and Rough Guides are static, expensive, and rarely opened past page 50. Their advertising real estate is shrinking faster than their audience is.
The dozen "Aussie Slang" apps are 600-word dictionaries with no context, no etiquette, no scenarios. Users churn fast. No advertiser-grade audience.
Generic Meta/Google ads can reach travellers but with terrible relevance and zero brand voice. CPMs without the context don't convert.
The Auscyclopedia is the first companion-style channel that combines real audience intent with a voice that travellers actually want to spend time with.
Conservative organic growth in year 1, moderate with paid acquisition layered in year 2, aspirational at year 3 with established brand. Pick your risk band.
Based on industry-standard CPMs for travel-niche mobile ($3–7 RPM), 4–6% affiliate commissions on bookings, and direct-sponsorship pricing benchmarked against comparable specialty travel publishers.
Six types of inventory ranging from passive programmatic to deeply integrated content partnerships. Most partners run a mix.
320×50 / 300×250 across dictionary, translator and cheat sheet. Programmatic-fillable; available for direct buy at premium CPM.
Native dictionary or translator entries with subtle attribution. E.g. "Schooner" sponsored by a brewery, "Vegemite" by Bega.
"Pub Etiquette presented by [Brewery]." Co-branded chapters with prominent acknowledgement.
Custom-written communication scenarios in collaboration with a partner. "Booking your reef tour, with [Operator]."
"Find a hotel here" / "Book a wine tour" CTAs in contextually-relevant sections. Performance-paid via standard networks.
Geo- and trip-stage-targeted push messages. Limited inventory: max two sponsor sends per user per month to preserve trust.
Four tiers structured to match different partner sizes and goals. Anchor partners receive editorial collaboration and category exclusivity.
All packages tailorable. Annual commitments receive 15% discount. Anchor and Custom-tier partners receive first refusal on category exclusivity at renewal.
Every sponsored placement is clearly marked, contextually relevant, and editorially consistent. We don't run partners we wouldn't recommend to readers.
A sponsored entry feels like a useful tip, not an interruption. A chapter sponsorship is co-branded prominently but our voice and integrity stay intact. Partner approval on every placement before launch.
A simple, structured path from first conversation to live placement. We'll walk it together.
30 min. Goals, audience, current mix.
Tailored within 5 business days.
Light-touch IO. Creative kickoff.
You approve before launch. 2 revisions included.
Monthly performance dashboard.
Optimisations and renewal.
Throughout: editorial integrity, partner approval, transparent reporting. We're building something we want to be proud of. Our partners should feel the same way.
We're selecting a small number of anchor partners across each major category. Anchor partners receive editorial collaboration, category exclusivity options, premium placement, and a discounted launch rate.
Anchor positions are first-come. Tell us your category, target market, and rough budget — we'll come back with a tailored proposal within 5 business days.
d.perrin@live.ca
The Auscyclopedia
Reply with category & budget