Australia In The News With Its Latest Youth Campaign

6 October 2017

Delivering its first bulletin from the top of the Sydney Harbour Bridge, Tourism Australia has launched a dedicated, tongue-in-cheek news channel serving up good news stories from across Australia as part of a new $5 million youth campaign.

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 travel and report from locations around the country.

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.

Additional youth content will be created as part of a world-first content partnership with BuzzFeed, which will see eight young travellers from Europe sent on a three-month road trip around Australia to report on their experiences of the country’s local culture, festivals, events, food and wine.

Youth travellers represent 25 per cent of all international visitor arrivals to Australia (2.1m) and 46 per cent of visitor spend (A$18.7bn).

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.

Australians, Australian tourism businesses and visiting holidaymakers are encouraged to submit news ideas via #AussieNewsToday, and visit Australia.com for the best itineraries and Aussie News Today updates.

The campaign will initially focus on four of Australia’s largest youth markets -the UK, France, Germany and Italy–before being extended to other markets next year.