Multi Million Dollar Youth Tourism Project
A major initiative to drive youth tourism in Australia has been launched in Sydney.
COVERED. went along to find out more.
The ‘Aussie News Today’ campaign is part of a $5 million push to put Australia back on the map as one of the world's most desirable and memorable destinations for youth travellers and working holidaymakers.
Tourism Australia's new global youth campaign is centred on the launch of a dedicated, tongue-in-cheek news channel, Aussie News Today,
It will share quirky, positive and funny stories from across Australia, broadcasting content directly into the news feeds of millions of young people and potential travellers across the world.
It is being fronted by Wallabies rugby union star Nick Cummins (aka 'The Honey Badger'), TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis. All three will be given travel assignments, reporting back from locations around the country.
Additional youth content will be created as part of a world-first partnership with BuzzFeed, which will see eight young travellers from the UK and Europe undertake a three month campervan road trip of Australia to report on their experiences of the country's local culture, festivals, events, food and wine.
Tourism Australia chief marketing officer Lisa Ronson said the Aussie News Today would be a news network with a difference. "We know that social media is the primary source of news and travel inspiration for young people and that has been a key consideration in planning Aussie News Today and executing this exciting new campaign.
"We will be working with influencers and the tourism industry to uncover and curate fun, quirky and hilarious moments that could only happen in Australia, and broadcast these uniquely Australian stories directly into the social media news feeds of millions of young travellers around the world," says Lisa.
Through a combination of digital film, social media, influencers, in-market activity and PR, the new campaign will initially target youth travellers and working holiday makers in the UK, France, Germany and Italy, extending to other markets next year.
Content will be shared globally using Tourism Australia's digital and social media channels, including dedicated Aussie News Today Facebook and Instagram profiles, and a news hub on Australia.com.
Australian Minister for Trade, Tourism and Investment, the Hon. Steven Ciobo MP said that young travellers under 30 were a critically important part of Australia's visitor mix.
The campaign has been developed in partnership with creative agency Clemenger BBDO Sydney, media agency UM and PR agency One Green Bean.