Targeting young people who want to combine travel with temporary work, Tourism Australia has launched a new youth campaign under Australia’s Working Holiday Maker program.
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.
Australia has been positioned by Australia Inc. as the world’s most desirable working holiday maker destination, offering exciting work opportunities in the best workplace in the world.
The new campaign aimed to address a recent downward trend in the overall number of working holiday makers coming to Australia, Tourism Australia Managing Director, John O’Sullivan said.
“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,” 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.
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.
Tags: Tourism Australia
