Tourism Australia aims for youth travel market with dedicated news channel

$5 million content play is part of efforts to entice more international young travellers and working holiday makers to Australia

TV presenter, Teigan Nash, at Airlie Beach
TV presenter, Teigan Nash, at Airlie Beach


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   

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in