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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in