Marketing Activity to Pilgrims

WYD08 on Australia.com
A WYD08 section is available for pilgrims on australia.com. Full of helpful hints and tips to make planning a visit to Australia simple, the section also includes information around unique Australian experiences. From this site pilgrims can also download an Australian screen saver that counts down the days to WYD08, and click through to Australia on Facebook and Myspace. The site is available in English, French, Italian, German, Spanish, and Korean.

Australia on Facebook
Tourism Australia has launched a page on Facebook to assist pilgrims planning their visit to Australia for WYD08. Since going live ‘Australia’ now has over 8000 fans from around the world on Facebook.

The page is packed full of useful information like event listings, images from around the country and dispersal messaging. It is also provides a great way for pilgrims to chat about their travel plans, and share travel stories and images. The page also links to australia.com/wyd08.

To become a fan of Australia or to check out our page click here.

Australia.com on WYD08 website
Pilgrims will find Australian content and imagery on WYD08’s official website www.wyd2008.org with links to australia.com/wyd08.

E – Newsletters
Tourism Australia provides motivational content to WYD08’s Pilgrim and Team Leader e-newsletters with dispersal messaging and click throughs to australia.com/wyd08.

Tourism Australia has also sent emails to pilgrims (via WYD08) encouraging them to stay longer and to see more of Australia with click throughs to australia.com/wyd08. Communicating to this age group in this way has also enabled promotion of the Working Holiday Maker Visa and to encourage pilgrims to return to Australia post the event.

Other activity
While pilgrims are in Australia they will also see the australia.com logo projected onto the Harbour Bridge Pylon, it will be seen on the many WYD08 flags around the Sydney CBD, on acknowledgement boards at events and on pilgrim passes. Tourism Australia’s Footprints DVD with the australia.com tag will screen at ‘Live Sites’ throughout the Sydney CBD during the event.

Tourism Australia has also contributed content and imagery in the official Pilgrim Guide that will be distributed to all  registered pilgrims and includes inspirational Australian imagery, dispersal and Working Holiday Maker messaging.

Marketing Activity to Media

WYD08 E–Newsletters, Media Guide, and Fact Sheets
Tourism Australia provides content and imagery to WYD08’s Media e-newsletters with links to both Tourism Australia’s consumer and corporate sites where downloadable content created by Tourism Australia such as a WYD08 Media Guide, Newsletters, and Fact sheets can be found. Media have also been encouraged to register for access to Tourism Australia’s image library.

B-Roll
The Tourism Australia B-Roll was distributed to media attending WYD08. 

International Media Centre
Tourism Australia and Tourism NSW will co-host a booth at the WYD08 International Media Centre (IMC) from 12 – 21 July. The media will be welcomed to the booth via themed coffee mornings that will provide potential colour stories for media with a focus on a different Australian ‘experience’ each day. Media are invited to drop by to meet some very unique Australians.