UK agency Zodiak Active used for new Tourism Australia youth campaign
http://youtu.be/Je5QAF0wrg8
Tourism Australia called in UK branded content agency Zodiak Active to create 30 one-minute videos for a campaign targeting British youth, which launched this week.
While DDB normally delivers global creative for the tourism board a TA spokesman told Mumbrella a UK-based agency was chosen because it was a tactical in-market campaign developed by its UK team. He added Zodiak are “specialists in creating online content for a youth audience.”
He said TA’s UK marketing and PR teams are responsible for developing market-specific campaigns alongside global activity.
Zodiak Active is the global media division of Zodiak Media Group with offices in London, Milan, Genoa, New York and Rio de Janiero.
The 30 Days in Oz campaign is narrated by Australians and international travellers in different regions of the country with the videos aiming to showcase Australia as a work and holiday destination.
According to the tourism board, reports across British media suggest 230,000 students will miss out on a university place when they receive their A-levels results later this month.
The new campaign aims to encourage those who miss out to take a gap year Down Under.
Other offshore markets focused on youth travel including the US and parts of Europe are also looking at leveraging the content for their audience.
Charlie Leahy, creative and commercial executive at Zodiak Active UK said: “This is a really exciting project for us and we are very proud to be working with Tourism Australia. At a time when many young people will be left disappointed at not securing a university place this year, we’re able to show them what adventures can be had in Australia through this innovative use of Tourism Australia’s Facebook page.”
The promotion is part of the wider There’s Nothing Like Australia campaign and will be viewable online at the Tourism Australia Facebook, Twitter and YouTube channels along with Australia.com and the Australian Working Holiday Facebook page.
A competition will also be launched in the UK on August 18 when A-Levels results are released, giving entrants the chance to win a gap year in Australia.
“What better way to promote Australia to young people than through young travellers which is what this campaign and our 30 advocates do very well. Some are Aussies revealing their local secrets and tips. Some are backpackers enjoying Oz on their Working Holiday, showing us their job or letting us follow them on their travels,” said Andrew McEvoy, Tourism Australia’s managing director.
It is similar to previous activity last year by The Conscience Organisation for the tourism board called Trip In a Minute.
http://youtu.be/bnTui27n_6c
Meanwhile, Tourism Australia and DDB Sydney was awarded the best of show at the IAB Awards last week for the Making Tracks project.
rules of attraction
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surely there are “specialists in creating online content for a youth audience” in Australia? that’s Aussie tax payer dollars going overseas!
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This video works to the extent that it shows the street art of Hosier Lane. Where it falls down is that there is no shot of those little cute stools in Centre Place.
This actually contravenes the council bylaws pertaining to the marketing of Melbourne. I would expect to see this omission rectified fairly swiftly.
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@dannyboi http://i.qkme.me/eb6.jpg
Yeah, how much insight would an Aussie agency have into the UK university admissions process? 1 point for any actual Aussie who hasn’t been to the UK who can name the organisation in the UK that looks after uni admissions…
@simon – totally. Has there ever been a single Melbourne ad without that alleyway?
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