Tourism Australia Facebook campaign targets young Brits and Irish
A Tourism Australia campaign that targets young British and Irish holidaymakers using Facebook Connect technology and a fictional backpacker called Barry launches next month.
The campaign centres on a competition to find a set of virtual keys belonging to ‘Barry’, located somewhere on Tourism Australia’s website, australia.com. The winner gets a campervan trip around Australia.
Facebook Connect allows competition entrants to use their Facebook identity when they’re using Australia.com content.
Tourism Australia’s Facebook page has 1.4 million fans, 55,000 of which are from the UK.
The campaign will follow a two-month campervan tour of UK universities by STA Travel and Tourism Australia to promote the working holiday visa, which started in March.
“Despite a tough 2010, the UK and Ireland remain significant source markets of international visitors,” said Andrew McEvoy, MD of Tourism Australia.
“Many of these visitors are backpackers, who spend more time travelling around Australia than other travellers, which is one reason why the youth market remains such a big focus for us.”
Visitors from the UK are set to bring in between $2.1bn and $3.2bn in tourism revenue by 2020, making the UK the third most lucrative market for Australia after the US and China.
In a similar but separate global campaign, Tourism Australia is planning to follow up its Making Tracks campaign, which launched last month, with a series of 30 one-minute videos to inspire young travellers to holiday down under.
The films will be broadcast on Australia.com, TA’s Facebook page, Twitter account and YouTube channel.
It’s been tough for tourism in Australia since the economy is doing so well. Foreign currencies don’t go as far in Australia lately. That’s why backpackers are such an important target – they spend more time in the country, which means in the end they spend and contribute more as well.
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