Tourism Australia: Aussie News Today by Clemenger BBDO Sydney

Tourism Australia is targeting youth travellers and working holiday makers from the UK and Europe with a quirky new global campaign.

The A$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 created by Australian rugby union player Nick Cummins (aka ‘The Honey Badger’), TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis, with additional content by Buzzfeed.

The campaign 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.