Tourism Australia targets youth with new advocacy campaign

5th Aug 2011
Tourism Australia targets youth with new advocacy campaign

The campaign, 30 days in Oz, consists of 30 one-minute online videos - each following someone different in locations around Australia – each demonstrating in 60 seconds why there’s nothing like Australia for young travellers.

Tourism Australia Managing Director Andrew McEvoy explained the new advocacy campaign would promote the Working Holiday Visa and encourage young people to consider Australia as a place to work or travel, particularly those leaving school or on a Gap Year.

“One of Tourism Australia’s objectives is to get more young people to holiday in Australia. These travellers often become lifelong advocates, influencing friends and family of all ages to holiday in Oz and returning themselves later in life.

“We also know from research that many of these visitors are backpackers, who spend more time travelling and explore more of Australia than other travelers, which is one of the reasons the youth market is such an important one for us.

“What better way to promote Australia to young people than through young travellers which is what this campaign and our 30 advocates do very well. Some are Aussies revealing their local secrets and tips. Some are backpackers enjoying Oz on their Working Holiday, showing us their job or letting us follow them on their travels,” Mr McEvoy said.


The 30 video stars include a street artist in Melbourne, a surfer in Sydney, a musician in Byron, a wine maker in South Australia, a crocodile handler in Darwin, a surf lifesaver on the Gold Coast and a British expat who vows never to leave Western Australia.

The series also includes a Japanese backpacker that headed Down Under for love, an American architect working in Hobart on the Working Holiday Visa, a Canadian sailing in the Whitsundays, a German earning cash in an Adelaide pizzeria to fund her travels, a Brit working in Melbourne’s aquarium and a young French traveller making the most of the outdoors lifestyle on the Great Ocean Road.

The videos will be broadcast online from 1 August through and Tourism Australia’s Facebook, Twitter and YouTube channels. The timing coincides with many UK and European school leavers getting their final exam results.

As part of the campaign, Tourism Australia’s huge Facebook community will have the opportunity to win a trip to Australia by answering questions relating to the content of three of the 30 Days in Oz videos.

30 days in Oz follows the same rapidly edited, 60-second format at Tourism Australia’s successful Trip in a Minute online videos.

“Trip in a Minute and also our Making Tracks campaign earlier this year highlighted just what a powerful combination advocacy and online video can be to showcase inspiring destination content to younger audiences, and we’re hoping 30 Days in Oz will prove equally successful,” Mr McEvoy said.

Further information about Tourism Australia’s marketing initiatives around the world that specifically target the youth segment and working holiday visa makers is available at


Also in Australia today, City.Mobi is celebrating the success of its new guide to Canberra.

City.Mobi offers the most comprehensive mobile travel guides available, with over 800 cities in 200 countries listed. Each is developed by the City.Mobi team to combine into a single global travel directory.

However, each city retains its own mobile identity via a dedicated domain. Already on offer are Brussels.Mobi, Paris.Mobi, Sanfrancisco.Mobi and Sydney.Mobi. is the latest in this illustrious line up, offering click to call functionality – which means no scribbling down telephone numbers.

Most entries are also linked to websites where users can quickly access more detailed information if needed.

Other key features include information on accommodation, restaurants, attractions, entertainment, nightlife, shopping, and transport.

City.Mobi guides include user reviews and traveller utilities such as a translation guide, currency converter, news and local weather guide.



Recommended for you

Follow Breaking Travel News

Travel Events Calendar

Media Partnerships

Global Restaurant Investment ForumThe Hospitality & Tourism SummitCATHIC
ITB AsiaChina Outbound Travel & Tourism MarketThe Travel Marketing Store
Serviced Apartment SummitWorld Travel MarketIMEX
AHICWTTCRoutes Online
UBM Aviation