$5 million content play is part of efforts to entice more international young travellers and working holiday makers to Australia
Tourism Australia has launched a $5 million, socially-led campaign that uses a dedicated news channel curated by youth to win over the youth travel and working holiday market.
Aussie News Today kicked off its first broadcast from the Sydney Harbour Bridge today featuring former Wallabies rugby union star, Nick Cummins, with Home and Away actor, Lincolm Lewis, and TV presenter, Teigan Nash. The intention is to share stories from across Australia by broadcasting them directly into the social news feeds of younger people and potential travellers globally.
Four target markets are in the spotlight first: The UK, France, Germany and Italy.
Tourism Australia is launching dedicated Aussie News Today Facebook and Instagram profiles as well as a news hub on Australia.com. There’s also a dedicated hashtag: #aussienewstoday. Eight previous winners of a Tourism Australia competition this year will also travel around the country in campervans to collect stories for the news channel.
Tourism Australia managing director, John O’Sullivan, said the new campaign would highlight unique destinations and experiences of particular appeal to younger travellers from across Australia. These range from crocodile cage dives and selfies with quokkas, to camel racing and tuna throwing competitions.
“We plan to put a smile on young people’s faces with Aussie News Today, by serving up fun, sometimes irreverent and uplifting news stories of daily life Down Under,” he said.
According to Tourism Australia, youth travellers represent one quarter of all international visitor arrivals to Australia and 46 per cent of visitor spend at $18.7 billion.
Australian Minister for Trade, Tourism and Investment, the Hon. Steven Ciobo MP, said travellers under 30 were a critically important part of the visitor mix. The $5m campaign is the third in a series of youth and working holiday maker (WHM) campaigns founded through an additional $10 million provided to Tourism Australia as part of the Government’s WHM reform package, and comes at a time when Australia’s working and temporary workers visas are under scrutiny.
“Many people underestimate just how important the youth market is for Australian tourism,” Minister Ciobo stated. “Young travellers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments.”
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
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.
who wants to date me I am 9 years old and i am a boy
Jeremy Hawkins
Sink a sub gaming experience signals Subway's renewed brand push
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021