Tourism Australia will spend A$4 million on a new ”Best Job in the World” global campaign with each of six winners to receive a $100,000 six-month ”salary package”, including living costs.
The competition, launched in London, will target travellers between the ages of 18 and 30 who are eligible for Australia’s Working Holiday Maker programme.
Six states and territories will participate in the promotion with young backpacker-style tourists invited to apply for six ambassador-style tourism roles around the country.
The campaign was been copied from Tourism Queensland’s much-hyped 2009 Best Job in the World promotion, won by Briton Ben Southall.
The promotion offered young travellers the chance to become a ”caretaker” of a Great Barrier Reef island. It attracted huge international attention.
Tourism Australia’s new national campaign will focus on the markets eligible for Australian working-holiday visas including Britain, Ireland, the United States, Canada, France, Germany, Italy, Hong Kong, Taiwan, South Korea and Japan.
Managing director of Tourism Australia Andrew McEvoy said the youth travel market accounted for more than a quarter of the nation’s total tourism arrivals.
Virgin Australia, in conjunction with its airline partners, will fly the nominees and winners to land their dream jobs in six states across Australia.
