Tourism Australia

Tourism Australia had noticed a decline in applications for Working holiday Visas. How do we encourage the youth and backpacker audience to re-engage and start their trip of a lifetime.

‘Great, when can we build it”. We presented the work and they bought it there and then, no negative comments or amendments. We even said “Don’t you want to argue first?’

The start of Matt’s journey in Sydney.

His story then takes us on to Byron Bay.

Matt continues north to The Whitsundays.

He then goes inland to the Red Centre to Alice Springs.

CTAs invite you to engage further

Once you had listened to the audio on Matt’s journey, you were invited answer 3 questions in a competition.

You had to invite three friends and you could all be off for a trip of a lifetime.

The more you shared it, the more you chance you had of winning.

We achieved a whopping 269% of target within a 6 week campaign and picked up a merit at the MCCA awards

The Team

Copywriter
Kola Ogundipe

Build & Animation 
Wade Kuhn

Photography 
Steve Hoskins

The Channels

Online
Drive to site

Brief

Tourism Australia had noticed a decline in applications for Working holiday Visas. Competition was growing from places such as South Africa and South America. Our brief was to Inspire young people to work their way around Australia. Aimed at the UK youth and backpacker market, utilising an advocacy site with £20,000 target media spend.

Solution

Meet Matt & Lucy and share their real life experiences. Humanising the online experience allowed us to build in aspiration and advocacy elements. Answers to the competition questions were in their stories, by reading them you were engaged with the brand. The more you shared them, the more you had a chance of winning a trip of a lifetime.

A successful campaign

of target

100 %

We hit target at the beginning of the second week

entries received

2000

The member get member scheme was particularly effective

further markets

The campaign was rolled out in to European Markets

With the drive to site campaign just 3 weeks old, the number of visitors was more than double Tourism Australia’s target for the site. Within 6 weeks we had achieved a whopping 269% of target, stimulating roll-out to a further 4 European markets.