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MySpace campaign boosts working holiday tourism to Oz
The number of Brits heading to Australia on a Working Holiday Visa is 20% higher than 12 months ago, according to the latest statistics from the Australian Department of Immigration and Citizenship (DIAC).
Between July and December, 20,851 Working Holiday Visas were granted, compared to 17,327 that were issued in the same six months in 2007.
The rise has been partly attributed to campaigns with MySpace and Bebo.
More than 6,000 people clicked through from the MySpace Australia page to the Australian immigration website (May – September 08), and there have been more than 3 million views to date of ‘The Gap Year’ videos that included specific Working Holiday Visa messaging on Bebo.
“These campaigns are getting cut through with our target audience and the results are showing in the increased applications for, and grants of, the Australian Working Holiday Visa,†said Tourism Australia general manager UK/Europe Rodney Harrex.
The Australian Working Holiday Visa is available to 18-30 year old British citizens, and allows them to work and travel in Australia for one year with the option to acquire a second Working Holiday Visa if certain criteria are met.
“Tourism Australia has been investing in the promotion of the visa for 12 months now, so it is encouraging to see more Brits are heading to Australia to experience the Aussie lifestyle for an extended period on the back of our marketing campaign,†added Harrex.
“Whether you want to pick fruit in a country area or pull beers in a city pub, the Working Holiday Visa is a great way to meet people and use the money you earn to travel extensively throughout the country.â€
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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