Tourism Australia launches huge A$4m campaign and global competition offering young travellers ‘the best job in the world’ via DDB, Sydney
Tourism Australia via DDB Sydney, is teaming up with industry and State and Territory tourism partners in a new A$4 million campaign targeting the international youth market involving six of Australia’s State and Territory Tourism Organisations – each offering their own unique “Best Job in the World” as a winning prize.
The international youth market is a segment which last year contributed nearly A$12 billion in tourism spending and a quarter of all Australia’s international visitors.
The competition will be unveiled today in Cairns, one of the country’s most popular destinations amongst young travellers, by the hon. federal minister for tourism, Martin Ferguson AM MP, alongside Ben Southall who was the successful candidate in Tourism Queensland’s highly successful “Best Job in the World” campaign in 2009.
Says Angela Swayn, OMD global business director. “One of the challenges for relaunching a campaign that has been run before is undoubtedly generating the same level of excitement.”
Says Swayn: “Fortunately, for us Facebook wasn’t a big part of the 2009 Tourism Queensland campaign, so it has provided us a massive opportunity to make the campaign more social this time around. Media across You Tube and Google will also allow us to effectively get key messages to youth globally and will complement the Facebook platform to ensure talkability is maximised.”
The “Best Jobs in the World” initiative is part of a major international marketing push which will focus upon promoting tourism opportunities provided by Australia’s Working Holiday Maker (WHM) program.
The campaign will target travellers between 18 and 30 years of age in Australia and overseas, with particular focus on international markets eligible for an Australian working holiday visas, including the UK and Ireland, the US and Canada, Germany, France, Italy, Sweden, Hong Kong, Taiwan, South Korea and Japan.
The six ‘Best Jobs in the World’ each come with an attractive six month salary package worth A$100,000 including living costs and are:
• Chief Funster (New South Wales)
• Outback Adventurer (Northern Territory)
• Park Ranger (Queensland)
• Wildlife Caretaker (South Australia)
• Lifestyle Photographer (Melbourne)
• Taste Master (Western Australia)
Tourism Australia managing director Andrew McEvoy said the competition provided an excellent platform to entice more young people from around the world to come to Australia to holiday, but also to work, helping to fill many unfilled tourism jobs across Australia, a key challenge for the industry.
Says McEvoy: “We’ve taken one of the most successful tourism campaigns in recent times – “Best Job in the World” – and made it bigger and better by coming up with a competition which represents the very best of our country – our breath-taking landscapes and scenery, our unique nature and wildlife, great food and wine and, of course, our huge sense of fun.”
Says Scott Huebscher, creative director at DDB Australia: “Our task was to drive interest and awareness for working holiday visas. Our approach was to build on the successful “Best Job in the World” platform and use the previous winner, Ben Southall, as our spokesperson to promote the States involvement and showcase incredible locations and opportunities around the country, in a fun and upbeat way
Says Southall: “A few years ago I won “The Best Job in the World” – being an Island Caretaker on the Great Barrier Reef. Unfortunately for me, my time is up. But luckily for the world ‘The Best Job in the World’ is back. This time there’s not one, but six amazing jobs in Australia up for grabs.”
McEvoy said the competition was expected to appeal to youth travellers’ sense of fun and adventure.
Says McEvoy: “The youth market contributes more than a quarter of all Australia’s international arrivals. These are visitors who tend to stay longer, disperse widely and often come back again, with their families, later in their lives. For many young people, Australia’s working holiday visa programs provide the economic means to fund travel plans, and this is at the heart of our new campaign.
“Despite recent challenges – such as the high Australian dollar and the global financial crisis affecting some of Australia’s traditional Western markets – the youth traveller segment remains an important part of Australia’s visitor mix.”
The youth segment contributes A$12 billion annually in total tourism spending and delivers nearly 1.6 million (26%) of Australia’s international arrivals. On average, youth travellers spend A$7,279 per trip in Australia (IVS: September 2012). In 2012, Working Holiday Makers contributed A$2.5 billion to the Australian economy. On average WHMs spend in excess of
A$13,000 during their stay.
Says McEvoy: “This is a wonderful chance to reinforce and amplify our There’s Nothing Like Australia message that Australia is a wonderful, world class destination full of unique experiences, adventure and great places to explore.”
Tourism Australia has secured a number of key partners to support the campaign, including Virgin Australia, STA Travel, Citibank, DELL, IKEA, Sony Music and Monster.com, who have created an online ‘jobs board’, advertising temporary jobs within the Australian tourism industry aimed at travellers visiting the country under Australia’s WHM program.
Pixolut: Sydney based agency Pixolüt delivered the digital for the campaign: all design, creative and production; and an entry process that works across desktop, tablet and mobile, both inside and out of Facebook.
Says Joe Cincotta, managing director, Pixolüt: “Pixolüt is proud to have created the digital for a campaign of this size, scale and stature.”
Says Claire Salvetti, MD of Mango Sydney: “This is any marketer’s dream campaign; Tourism Australia is offering the opportunity of a lifetime and there is a huge global community ready to engage with the six ‘Best Jobs in the World’. PR is front and centre of this campaign and Mango Australia is thrilled to be working on it with the Tourism Australia network.”
Creative agency: DDB Sydney
Media agency: OMD
Digital agency: Pixolüt
PR agency: Mango Sydney
35 Comments
*Cough* Cummins / Sapient Nitro *Cough* Great Barrier Reef *Cough* 3 Years Ago *Cough*
Been done.
Imitation is the sincerest form of etc etc
There’s not much creativity here but there’s a lot of strategy.
I can’t see any business argument for why you wouldn’t do this. Will work its pants off. (An hats off again to the folks who originally thought of this a few years back…)
Really? This is the best that DDB and Tourism Australia can come up with? You can’t help but feel our industry is in some serious shit.
They took our jerbs!
So let’s do it again. That is common sense.
Not using such a great idea it because ‘its been done and it wasn’t invented here’ would be stupid.
Tourism Australia mustn’t rate Tasmania – it doesn’t get a look in? Really? Not one of Australia’s attractions?
http://www.youtube.com/watch?v=nWNho8g0lsU
Oh my fucking god. This is just embarrassing. I don’t think that any creative worth his/her salt would present someone else’s idea from three years ago and do it with a straight face! This stinks of client forced plagiarism of the worst kind! And you know what ‘Tim the Tim’, it was actually Bernbach that said “Just because something has worked before is no guarantee that it will work again, because you lose the impact and surprise of originality”. I sincerely hope that this fails! We are in very bad shape indeed if it doesn’t. Australia Tourism wake up!
The took our JERBS!
They took our jeeeeeerbs!!!
Fuck me, it’s pretty obvious the client has asked them to expand and repackage a very successful idea. Sometimes you have to use a campaign line from a previous campaign, sometimes you have to carry on the entire campaign. If you honestly think they’ve presented this as a fresh idea – 1:18 – then you’re an absolute idiot. Seriously, where do some of you commenters work? It’s not award school, it’s not art class it’s a fucking business. Welcome to the real world.
Putting aside for a moment that after three years the world has moved on, I would contend that trying to save Australian tourism by appealing to near-broke backpackers who will fund their holidays by fruit picking and lap dancing, is delusional at best.
Best job in the world?
Marketing manager for Tourism Australia, I reckon.
Now you know why Clemenger BBDO hired James Burchill and Nancy Hartley. They were responsible for the best job the first time around. Great stuff. When you’re on a good thing…
THEY TRK UR JERBS!!!!!!
Maybe they just shouldn’t be PRing it to the industry then? Agreed, makes total sense to re-package and re-do a great idea as far as the client is concerned, but don’t tell us all about it like it’s new news.
@you have to be kidding me.
Yeah, like American Idol, really fell flat in the 2nd year! and Big Brother bombed that 2nd year too.
Look I’d normally agree with you (and Bernbach) but I don’t think this is a typical narrative TVC like Bernbach was talking about. More like a competition or game show or something, hence my first comment. So it probably won’t have quite the impact, but I’d be very, very surprised if it didn’t work.
Hey, you know what…. in terms of pure “creativity” I agree this kind of sucks but it makes some business sense.
DAY TERRRK UR JEEEERBS !!!!!
is anyone left in the creative department at ddb?
So TA paid DDB a shitload of head hours under the line “creative” for something that was already thought up and executed? Then TA got a bunch more cash and paid it to some lady at OMD blatantly admits it was fortunate they had a reason to charge TA – to use the word Facebook. Hello McFly! Anyone Home! The 2009 Qld campaign went super-viral on facebook without some media company fleecing the taxpayer for “facebook strategy”. Really, this is where we’re at? You people are fucking lame.
dey duka duuurrrrbss!
They took our jerrrbs!
I may be wrong but I’m guessing that Sapient Nitro has not been paid for the ‘loaning’ of the idea to Tourism Australia. That is what’s wrong with the industry
THEY TURK OUR JEEEEERRRRRRBBBBSSSSS!!!!!!!!
@ Bar Bar. I think you’ll find Merrin, Christian and Ralphie came up with the idea originally. It’s good to see the credit list has grown in the last 4 years.
Well all I can say is that none of you lot qualify for the job of Chief Funster!
For all the fluffery of “why change a good thing” etc etc etc etc, this is absolutely shameful plagiarism of the Cummins Sapient Nitro campaign. How DDB can charge money for this (I trust it’s pro bono?) is beyond me. Idea bankrupt much, fellas?
A good idea that will no doubt work again, given the stir the first campaign generated. Pity the ATC didn’t reward the original creators by having them do the homage.
Tourism Tasmania has a huge opportunity to usurp this by running their own campaign (much like they did when they were left off the film poster for Australia).
…for Most Self-Interested Yet Still Curiously Wrong Comment goes to:
“Says Swayn: “Fortunately for us Facebook wasn’t a big part of the 2009 Tourism Queensland campaign, so it has provided us a massive opportunity to make the campaign more social this time around.”
“Fortunately?” Huh? Exactly whose good fortune was that? As Ouch rightly points out: “The 2009 Qld campaign went super-viral on facebook without some media company fleecing the taxpayer for “facebook strategy”.
@ Gladys at 12.47pm:
Tasmania and ACT decided not to participate in this – their loss as it doesn’t serve them as tourist destinations for the rest of the world.
At everyone else:
Yes is a rehash of an old campaign but is creating a LOT of hype over here in London and it works. Along with super cheap flights to Australia at the moment and the fact the ‘salary’ prize is so much larger than what you would get elsewhere it definitely is a good incentive and is not so much of a risk if they choose a dodgy winner as it is filtered down into 6 participants.
Personally it is good to see a campaign that you know is going to help sell Australia to the world and hopefully can continue to keep our country afloat from recession – all anyone talks about over here about Oz is sharks, stingrays and how expensive it is once over in Oz.
Sorry Ba Ba, that sad and false plug must feel embarrassing for you to make.
So many of you just don’t get this business at all. You just live in your little sad worlds thinking up pictures and silly lines, and dreaming of little lions to show off to your equally naive friends doing the same thing. I think AWARD school should create a 1-day business course to give you guys a context for what you do, and how it should play its very small part in modern-day business. We’re here to help our clients make money in whatever way works. Advertising industry is becoming a joke because of the likes of the above. We’re just not a serious part of the mix anymore because we’re perceived to be out-of-touch from reality.
This campaign makes perfect business sense and it would have been total madness for DDB to not support the idea of re-executing an amazing idea that worked it socks off on a larger scale. It will work again, probably harder. Not doing it is like Hollywood not doing a sequel because it’s been done before and they’re too proud. Wake up and smell the $$$ people.
Can we restrict the age and length of experience of commentators on here so that we can have some proper debate?