Tourism Australia is partnering with BuzzFeed for a campaign targeting global youth markets, as part of a $10 million push to attract young holidaymakers.
They are looking for young people, passionate about travelling, to create the first “BuzzFeed Mateship” programme that brings people together to work and travel across Australia, at the same time as telling their story through BuzzFeed content.
Tourism Australia CMO Lisa Ronson tells AdNews the partnership makes sense for the tourism body because Buzzfeed is relevant and has reach among a global youth audience, “especially in the key youth and working holiday maker markets of the UK, France, Germany and Italy that we will initially be targeting".
The partnership is part of a broader global youth campaign that is due to be unveiled in October, designed to encourage young people from around the world to see Australia as an appealing destination.
It will see eight travellers from the UK, Germany, Italy and France, flown to Australia for a three-month road trip. Each will then report on their experiences of local culture, festivals, surf breaks, food and wine, on Tourism Australia and BuzzFeed’s social channels.
They will learn how to create digital content through a mentorship programme with the BuzzFeed Australia editorial team.
“As far as working holidays go, I think you’d have to go a long way to beat this. It’s the roadtrip to end all road trips,” says John O’Sullivan, Tourism Australia’s Managing Director.
The campaign is supported by Federal Minister for Trade, Tourism and Investment, the Hon Steven Ciobo MP, as a way to raise awareness of changes to the working holidaymaker program.
Danny Bass, CEO of IPG Mediabrands and acting CEO of TA’s media agency UM, says: "We know how important it is for Australia's economy to entice the world's youth to visit and work in Australia, that’s why we're proud and excited to have facilitated this global-first partnership between Tourism Australia and Buzzfeed. Buzzfeed are true experts in youth culture and through the creation of this new mutually beneficial initiative and ongoing content program we hope to attract more young people here than ever before."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at email@example.com