Tourism Australia Targets Youth

Tourism Australia Targets Youth

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August 12, 2011 – Tourism Australia, a statutory authority of the Government of Australia, with responsibility for tourism marketing within Australia and internationally, as well as research and forecasting of domestic and global tourism trends, has recently launched its latest advocacy campaign, 30 days in Oz.

This latest advocacy campaign by Tourism Australia is aimed to inspire young people in the UK and other popular backpacking markets around the world to undergo a holiday in Australia. It is made up of a 30 one-minute online videos, with each video featuring trailing someone different in places all across Australia. Each video shows a personality demonstrating in 60 seconds the reasons why there is nowhere else like Australia to visit for young travelers.
The 30 days in Oz 30 video stars include 30 different personalities made up of a street artist in Melbourne, a surfer in Sydney, a musician in Byron, a wine maker in South Australia, a crocodile handler in Darwin and a surf lifesaver on the Gold Coast.
The one-minute video of Dutch backpacker Marloes Odenkirchen promoting Fraser Island was the first of the 30 one-minute videos released.
According to Andrew McEvoy, Tourism Australia Managing Director, the new advocacy campaign is aimed to promote the travel visa Australia, the Working Holiday Visa and also to persuade young people, particularly those leaving school or on a Gap Year, to regard Australia as a preferred work or travel destination.
The first of the 30 one-minute videos was released in timed to coincide with British school tests, targeting the more than 230,000 school leavers who probably won’t get their desired grades and entice them to apply for a travel visas to Australia and holiday in Australia.
Director McEvoy explained that Tourism Australia’s objectives are to draw more young people to apply for travel visas Australia and to have a holiday in Australia. He explained that because these young travelers have the chance to influence friends and family of all ages to try holidaying in Australia and with a possibility of returning themselves later in life, they would be great lifelong tourism advocates.
Likewise, a researched revealed that many of those who travel to Australia are backpackers who spend more time travelling and exploring more of Australia than other travelers that’s why the youth market are given focused on this campaign, according to Director McEvoy.