Tourism Australia is targeting youth travellers and working holiday makers from the UK and Europe with a quirky new global campaign.
The AUS$5m campaign is centered around a tounge-in-cheek news channel, Aussie News Today, which will share “quirky, positive and funny stories from across Australia” on Facebook and Instagram.
The content will be delivered by Australian rugby union player Nick Cummins (aka ‘The Honey Badger’), TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis, who will travel the country to create the news stories.
Additional content will be created in partnership with Buzzfeed, which will give eight young travellers from the UK and Europe a three-month campervan road trip around Australia to report on the country’s local culture, festivals, events, food and wine.
The campaign is part of the brand’s ongoing 'There’s Nothing Like Australia' brand platform, which most recently featured Chris Hemsworth voiceover, and aims to put the country “back on the map” as one of the world’s most desirable and memorable destinations for youth travellers and working holiday makers.
The socially-led campaign will include digital film, social media, influencers, in-market activity and PR, and will target young people in the UK, France, Germany and Italy, before extending to other markets next year.
Tourism Australia chief marketing officer Lisa Ronson said “We know that social media is the primary source of news and travel inspiration for young people and that has been a key consideration in planning Aussie News Today and executing this exciting new campaign.
“We will be working with influencers and the tourism industry to uncover and curate fun, quirky and hilarious moments that could only happen in Australia, and broadcast these uniquely Australian stories directly into the social media news feeds of millions of young travellers around the world,” she said.
Young travellers aged 30 years and under are an important part of the visitor mix, according to Steven Ciobo, Minister for Trade, Tourism and Investment.
"Many people underestimate just how important the youth market is for Australian tourism. Young travellers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments.
"This campaign is a great way to share a bit of our land down under with young travellers around the world seeking fun, adventure and life-changing travel experiences,” Ciobo said.
The campaign has been created by advertising agency Clemenger BBDO Sydney, media agency UM and PR agency One Green Bean.