Tourism Australia is reinventing Tourism Queensland’s ‘Best Job in the World’ campaign, this time giving consumers the chance to land one of six dream jobs.
The campaign is expected to not only encourage people wanting to visit on working holiday visas (WHV) but is also set to increase bookings by travellers’ families, who want to follow their children’s footsteps and book a round-the-world trip themselves.
At the heart of the campaign is a global competition involving six of Australia’s State and Territory Tourism Organisations, with each offering their own ‘Best Job in the World’ as a winning prize, and builds on a similar campaign run by Tourism Queensland in 2009.
The six jobs on offer are a lifestyle photographer in Melbourne, a park ranger in Queensland, a wildlife caretaker on Kangaroo Island, a taste maker in Western Australia, a chief ‘funster’ in Sydney and an outback adventurer in the Northern Territory.
Andrew McEvoy, managing director of Tourism Australia, said: “I definitely believe there is more scope for agents to sell travel to the youth segment, particularly due to the increasing popularity of the working holiday visa in the UK.
“With high youth unemployment in the UK at the moment, young people are looking at ways to increase their employability and the working holiday visa gives them the opportunity to get valuable work experience, learn new skills and gain confidence by meeting people from around the world.
“The adventures they have often provide great talking points at interviews once they get home.”
McEvoy said agents can capitalise on this interest by promoting competitive air fares, showcasing the range of ground product on offer for this market, and making sure they’re up to speed on the working holiday visa so they can use this as a unique selling point.
The competition will be promoted through Tourism Australia and partner websites, social media channels, through targeted electronic direct marketing and extensive media and public relations activities.
Tourism Australia will be launching the competition in the UK with a pop-up surf shack at Waterloo Station on March 4-5, and a tour of 18 universities with its partner STA Travel.
There will also be a new video starring Ben Southall, the successful candidate in Tourism Queensland’s ‘Best Job in the World’ campaign in 2009.
Agents can get involved in the campaign by sharing the video through their consumer-facing channels, putting up a poster at their business promoting the competition, and taking part in Tourism Australia’s online training programme, the Aussie Specialist Program.