Since 2010 Tourism Australia’s global consumer marketing campaign, ‘There’s nothing like Australia’, has built strong appeal with the youth market internationally.
Tourism Australia’s $10m youth campaign was launched on 25 October 2016 by the Hon. Steven Ciobo, the Minister for Trade, Tourism and Investment.
The latest iteration of the campaign builds on Tourism Australia’s recent Working Holiday Maker campaign but has a broader youth focus, highlighting the most unique attractions and life-changing experiences for young travelers.
Aussie News Today
Curated by youth for youth, Aussie News Today will share stories from across Australia, broadcasting them 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.
Uniquely Australian content will be gathered from across the country and 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.
Tourism Australia in partnership with Buzzfeed will also produce content that will be shared across BuzzFeed platforms and through Tourism Australia’s social and digital channels in English, German, French and Italian. Meet the BuzzFeed Mates.
The Youth Sector
Tourism Australia defines the youth segment as people aged between 15 and 29 years. The youth market contributes 25 per cent of all visitor arrivals to Australia and 44 per cent of all visitor spend.
The youth leisure segment spends more than any other leisure travel segment in Australia mainly due to higher than average length of stay and propensity to combine work, visiting friends and family, and holiday/leisure experiences.
Australia in the news with its latest youth campaign