simon crerar & geoff ikin - buzzfeed and tourism australia’s road trip of a lifetime
TRANSCRIPT
WHY YOUTH?
25% of all visitor arrivals to Australia
46% of all visitor spend in Australia
Higher rate of dispersal across Australia
YOUTH ARE A MASSIVE OPPORTUNITY FOR AUSTRALIAN TOURISMThey stay longer, spend more and go further than any other audience
BUT THEY’RE A DIFFICULT AUDIENCE TO DEFINE AND ENGAGEThey vary in age, lifestage, location, media habits and reason for travelling
ONE THING THAT IS CONSISTENT IS A GENERAL FEELING OF NEGATIVITYFrom rising unemployment, ballooning student debt and the rise of nationalism
THIS NEGATIVITY HAS BEEN FUELLED BY AN ENDLESS SUPPLY OF BAD NEWSWhich youth around the world see in their feeds every single day
LUCKILY AUSTRALIA HAS MORE THAN ENOUGH GOOD NEWSAnd sharing positive stories about Australia is one of our strengths
THE IDEA
Get more 18-30 year olds to Australia (and ideally working
holiday makers)
THE OPPORTUNITY
THE SOLUTION
A ‘Mateship’ like no other Branded content that inspires & informs
Content that instantly makes you say ‘Bring Me’
120 POSTS + 60 VIDEOSTHE MATES
BRANDED
8 BRANDED POSTS7 BRING ME VIDEOS
VIDEO HERE
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