Tourism Australia partners with Buzzfeed on millennial targeted campaign

The new partnership is set to attract compelling and engaging content around authentic Australian travel experiences

Tourism Australia has partnered with Buzzfeed on a new millennial targeted campaign in an effort to attract compelling and engaging content around authentic Australian travel experiences.

Heralded as a world-first collaboration, the new Buzzfeed Mateship program will see eight young travellers and aspiring content creators from the UK, Germany, Italy and France flown to Australia for a three-month road trip off-the-beaten-track to discover some of Australia’s very best local culture, festivals, surf breaks, food and wine offerings. The Eight ‘Buzzfeed Mates’ will then discover and report on their travel experiences across the country for both Tourism Australia and BuzzFeed social channels.

Tourism Australia’s CMO, Lisa Ronson, said the campaign’s mission to generate spectacular digital content is part of a strategy to attract compelling and engaging content around authentic Australian travel experiences, and build a fresh millennial community around Australia as a memorable and desirable youth destination.

“The youth are very much a focus of Tourism Australia, and have been for a long time because they are a really important segment for the Australian economy,” she told CMO. “In terms of spend, 42 per cent of all expenditure in Australia is by a youth traveller. And that’s effectively because they stay longer and tend to disperse more across regional Australia as well, which has very important implications for key economic factors like employment.

“With youth being so important to us, we felt we need to find an authentic way to speak to youth, and Buzzfeed are absolutely a perfect partner because they have credibility to the millennial audience, they have a massive reach of 44 million millennials each month, and are just perfectly aligned with this target audience.”

According to Ronson, the new campaign fits into Tourism Australia’s wider marketing strategy to promote Australia’s food and wine, aquatic and coastal, as well as nature and wildlife components.

“These are the three core pillars we tend to focus our marketing efforts around,” she said. “A lot of content that will be created by the mateship areas will be focused, but not limited to these key areas where we have competitive strength.”

But while the competition is open to creative professionals and enthusiasts alike, Ronson agreed those applicants who can already demonstrate they are compelling master story tellers with a high level of social influence will stand out from the crowd.

“We want authentic content creators that can speak to the youth audience with an incredibly credible tone of voice, and having a deep understanding of the digital media landscape is also essential - so if they already have experience in that space then that will tick a lot of the criteria boxes,” she added. “But along with this we are also looking for someone who has a great positive attitude, someone who is curious, playful, confident, mature and has a willingness to participate and really immerse themselves in Australia.”

Entries for the Buzzfeed Mateship program are open to applicants from the UK, Germany, Italy and France. The entries are open from 2-18 August with the campaign set to launch in October this year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

That’s great! While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating ...

Akansh M

Foxtel debuts in-app messaging chat to improve customer service

Read more

Thanks for the post

Ashirwad Towers

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

Read more

Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in