In the past year Tourism Australia’s focus has been on the youth market.
Two key projects have targeted the 18 to 30-year-old age group, which accounts for a fifth of all arrivals to Australia.
The first was a tie-up with social networking site Bebo to launch a competition for travellers to video their experiences in Australia.
More than three million people have looked at footage of Australia and specifically the working holiday visa, while 11 million have looked at general destination information.
The tourist board also did a project with MySpace to highlight the working holiday programme.
A dedicated page was created for Australia on MySpace, which promoted the destination as offering visitors life-changing experiences.
We got young British people living and working in Australia to talk about their experiences and how they were using their work to fund their travel.
The myspace.com/workinoz page offers video clips, visa information, competitions and offers users the chance to
listen to local sounds such as the didgeridoo and a dingo call.
Closer to home, Tourism Australia also has its australia.com portal, which provides consumers with additional support in terms of specialist agents.
The site has been revamped with new content in line with the launch of the latest campaign – Come Walkabout. It is also the call to action for the entire multi-million pound campaign created by director Baz Luhrmann for TV, cinema and the web and it draws on some of the themes from his film Australia.destmarkwtm08
