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Tourism Australia campaign targets young Brits and Irish thru Facebook
April 12, 2011 – Beginning next month, a Tourism Australia campaign targeting young British and Irish holidaymakers will be launched. The Tourism Australia campaign will be using Facebook Connect technology and a fictional backpacker called Barry to start its campaign. This is to encourage more applicants to apply visa to Australia.
The focus of the campaign will be the competition to locate a set of virtual keys belonging to ‘Barry’. This set of virtual keys are placed somewhere on Tourism Australia’s website,australia.com. The winner will then get a campervan trip around Australia.
When using Australia.com content, competition entrants are permitted by Facebook Connect to use their Facebook identity.
There are 1.4 million fans of Tourism Australia’s Facebook page, of which 55,000 are from the United Kingdom.
To promote the working holiday visa that started in March, the campaign will follow a two-month campervan tour of UK universities by STA Travel and Tourism Australia.
Andrew McEvoy, MD of Tourism Australia commented that regardless of a tough 2010, the UK and Ireland continue to be a vital and significant source market of international visitors.
He added that one reason why the youth market remains such a big focus for them is that several of these visitors are backpackers who spend more time travelling around Australia than other travelers.
It is expected that by 2020, visitors from the UK are projected to bring in between $2.1 billion and $3.2 billion in tourism revenue. This projections will make the UK the third most lucrative market for Australia after the US and China.
In a parallel but separate global campaign, in order or boost the number of applicants for its Australian holiday visas and Australian business visas, Tourism Australia is scheduling to follow up its Making Tracks campaign, which was launched last month. Tourism Australia plans to broadcast a series of 30 one-minute videos to inspire young travelers to holiday down under.
The series of 30 one-minute videos will be broadcast on Australia.com, TA’s Facebook page, Twitter account, and YouTube channel.
Source:
mumbrella.com.au
