Tourism Australia launches ‘Best Jobs’ campaign
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Tourism Australia has launched a ‘Best Jobs in the World’ campaign inspired by Tourism Queensland’s promotion from 2009.
The national tourism board has teamed up with its regional partners to offer six jobs that each include a six-month contract and AU$100,000 (approximately GBP67,000).
The global promotion is aimed at the youth market with the aim to increase those obtaining a working holiday visa.
“With high unemployment and the economic climate the idea of a working gap year is massively appealing,” said Andrew McEvoy, managing director of Tourism Australia at the launch. “We expect one million people globally to sign up so even if they do not get the job there will be plenty we can still talk to about getting the youth involved in visiting Australia”.
Nick Baker, chief marketing officer at Tourism Australia told Travel Daily the campaign also includes a trade element through a downloadable widget and online pack for businesses looking to get involved.
“This campaign is also great for the trade as it promotes travel to Australia, and we are getting organisations from Australia to promote the opportunity too,” he added.
The campaign will be promoted by a ‘Surf Shack’ at London’s Waterloo station and a STA Travel campervan. The youth market makes up 26% of Australia’s international tourist figures, with three quarters of them travelling to several regions in the country when visiting. In H1 2012 the country saw a 7% increase in working holiday visa applications from the UK at 41,000.