Tourism Australia has launched new $5 million social media campaign aiming to tap a bigger share of the youth travel market.
It is anchored by a spoof ‘Aussie News Today’ TV news segment which showcases fun and quirky stories of Aussie life.
The first broadcast kicked off late last week with rugby union star Nick Cummins, Home and Away actor Lincoln Lewis and TV presenter Teigan Nash.
It will be broadcast direct to Facebook and Instagram and the goal is to highlight unique experiences Down Under.
These include crocodile cage dives and camel racing, said Tourism Australia managing director, John O’Sullivan.
"We plan to put a smile on young people’s faces with Aussie News Today, by serving up fun, sometimes irreverent and uplifting news stories of daily life Down Under," he said.
The youth and working holiday market makes up about a quarter of all inbound arrivals.
"Many people underestimate just how important the youth market is for Australian tourism," trade and tourism minister Steven Ciobo said.
"Young travellers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments."
