The latest chapter in Tourism Australia’s evolving There’s Nothing Like Australia campaign will focus upon youth, in 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 holiday makers.
Tourism Australia’s new global youth campaign is centred on the launch of a dedicated, tongue-in-cheek news channel, Aussie News Today
, which delivered its first bulletin this morning (Friday 6 October) from the top of the Sydney Harbour Bridge.
Curated by youth for youth, Aussie News Today 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.
Aussie News Today will be a socially-led campaign, launched by three young and charismatic Aussies - 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,” she said.
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.
"Many people underestimate just how important the youth market is for Australian tourism. Young travellers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments.
"This campaign is a great way to share a bit of our land down under with young travellers around the world seeking fun, adventure and life-changing travel experiences,” Minister Ciobo said.
The campaign has been developed in partnership with creative agency Clemenger BBDO Sydney, media agency UM and PR agency One Green Bean.
Ben Coulson, Chief Creative Officer, Clemenger BBDO Sydney says, “The most successful ideas are the ones that ride a moment in global psyche. We know how overwhelmed people are with a constant stream of bad news and we’re in a unique position, as Australians, to be able to deliver some genuinely good news. We’re bringing real experiences and humour into hundreds of pieces of ongoing content and we’ll be hacking traditional news media in surprising ways over the months to come. All to get young people talking about how good life could be if they jumped on a plane and came to live and work in Australia.”
Chris Colter, Strategy Director, UM Sydney says, “We all know how socially rich the wild and wonderful stories of life in Australia are. Through dynamic media we're not only able to harness these stories to create more talkability around Australia, but can use them as hyper-relevant and timely nudges to motivate young people to book a trip today."
Carl Ratcliff, One Green Bean’s CEO says, “To help spread good news amongst a savvy youth audience, OGB will work alongside Tourism Australia to harness the best authentic moments from Aussie News Today in earned media. From the global launch down to local campervan tours, a robust media strategy will underpin the campaign across digital and traditional media outlets.”