New working holiday maker campaign launches
24 April 2019
Tourism Australia has launched a new youth campaign targeting young people who want to combine travel with temporary work under Australia’s Working Holiday Maker program.
Australia Inc. positions Australia as the world’s most desirable working holiday maker destination, offering exciting work opportunities in the best workplace in the world.
The campaign seeks to demonstrate how a working holiday in Australia can give young people a point of difference and equip them with the experience, confidence and skills needed to develop a successful career back home after their working holiday and travels Down Under.
Tourism Australia Managing Director, John O’Sullivan said that the new campaign aimed to address a recent downward trend in the overall number of working holiday makers coming to Australia.
“Working holiday makers are crucial to Australia’s tourism industry who have been coming Down Under in large numbers for many years. However, those numbers have been declining a bit in recent years and this campaign is about reversing that trend.
“Australia Inc. will target a new generation of young traveller and show them that a working holiday in Australia not only offers incredible fun and a life changing experience, but also the environment and opportunity to improve their life skills and employability after they return home,” Mr O’Sullivan said.
The new campaign was developed following research showing that, whilst working holidays are still appealing to young people, barriers to their uptake still exist and there is also a need for more practical information around Australia’s Working Holiday Maker program and its benefits.
It was also developed following consultation with industry to understand what they wanted out of the next phase of our campaign and key trends they are noticing with working holiday makers and the youth travel market in general.
To drive new applications, Tourism Australia has created a tongue-in-cheek Australia Inc. recruitment video as well as a series of online interviews showing potential working holiday makers how the skills and experience gained in Australia can help them stand out from the crowd.
Primarily via social and digital channels, Australia Inc. will also feature paid content from international advocates who will share the first-hand benefits of a working holiday in Australia, highlighting that what happens between 5pm and 9am is as important as the 9-to-5.
Australia Inc. will also include a dedicated online hub that features useful links and practical information on preparing for a working holiday in Australia. The hub will also explain how the skills learnt on a working holiday in Australia can benefit future careers.
The new campaign is the first to be developed by Tourism Australia since the appointment of new creative and digital agencies, M&C Saatchi Sydney and Digitas.