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Australia woos youth market with microsite
A dedicated online advertising campaign to drive traffic to a new microsite specifically targeted at the youth and backpacker travellers has been launched by Tourism Australia.
The six-week campaign is designed to drive traffic will be driven to www.work.australia.com featuring special travel offers a competition to win a return flight, information on how to apply for a working holiday visa online, as well as tips on how to plan work and travel in Australia.
The push includes online advertising on high traffic sites, general interest and first-time job seeker/gap year sites and is part of a £3 million advertising spend by Tourism Australia.
Using the theme ‘you don’t have to work, but it’s nice to know you can’, the site showcases two different itineraries using the testimonials of two young travellers.
The tourist office estimates that the youth/backpacker market represents 20% or 141,200 of the 706,000 total UK visitors figures to Australia in the year to March.
Report by Phil Davies
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