Australia is successfully targeting the lucrative youth travel market, particularly in Europe, as a major tourism export earner for Australia…
Australia is successfully targeting the lucrative youth travel market, particularly in Europe, as a major tourism export earner for Australia, Tourism Australia Managing Director, Scott Morrison said.
Tourism Australia has just concluded its most successful campaign ever in the UK targeting those young and independent travellers who have the confidence and desire to travel more widely, particularly in the more rural and remote parts of Australia, Scott Morrison said.
The UK campaign generated an incredible 122,467 responses from these high yield and widely dispersing travellers and the new campaign launched in the Netherlands is already exceeding target. This specialist youth micro site has also been loaded onto the Irish, Swedish and Danish sites.
The highly respected UK Digital Marketing publication NMA, has commented positively about TA`s youth marketing campaign:
If you are flying to Australia then you just have to visit work.australia.com, especially if you are on a gap year. With a campaign brimming with rich media as well as traditional banners and skyscrapers, Tourism Australia has got itself a real winner. The site is engaging, interesting, full of facts, tips and advice, but never boring.
Also targeting the youth market, TA`s London campaign featuring photos taken by renowned photographer Rankin, has been such a success that it is now being used by Viacom (the media owner that owns and manages London transport media) as a case study on how best to use the medium.
Rankin is a well known photographer and publisher known for his eye for portraits and mischievous ideas. He was selected as one of ten photographers to photograph the Queen for her Golden Jubilee and has photographed the likes of Madonna, Tony Blair and Kate Moss. Rankin co-founded Dazed and Confused, an urban youth magazine, with Jefferson Hack in 1991.
Tourism Australia is continuing to promote the new benefits of the Working Holiday Maker scheme which now allows application for a second Working Holiday Maker visa to potential young travellers from the UK and Europe.
To maximise the benefits of these changes, TA has developed a new internet site that appeals to the18-30 year olds who are potential Working Holiday Maker Programme users, School Leavers, University Students and Quarter Life Crisis Candidates, Scott Morrison said.
TA`s clear purpose, contained in the Corporate Plan 2005/06 to 2007/08 released last month, is to grow total visitor spend by increasing total and average length of stay and to grow dispersal and regional visitor spend by encouraging visitors to travel outside the major gateways. This will in turn generate jobs growth, particularly in regional, rural and remote areas and contribute to Australia`s continued economic prosperity.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
