The original campaign from the Australian tourist body launched in 2009 and advertised a job as caretaker of the Great Barrier Reef. The campaign received vast media coverage and won awards for its concept.
The tourist board is now building on the initiative with a campaign based on offering six very alluring jobs. The aim is to encourage the younger tourist market to visit Australia to travel and also to work in the country.
The “Best Jobs in the World” campaign focuses on promoting Australia’s Working Holiday Maker visa programmes. In the UK and Ireland, the Working Holiday visa allows 18-30 year olds the opportunity to combine 12 months travelling in Australia with incidental work.
Tourism Australia is working with key partners to support the campaign, including Virgin Australia, STA Travel, Citibank, Dell, Ikea, Sony Music and Monster.com. The latter has created an online ‘jobs board’, advertising temporary jobs within the Australian tourism industry aimed at travellers visiting the country on a Working Holiday Maker visa.
The tourism body is also using all its social media channels and has also set up a pop up surf club in London’s Waterloo Station to reach young commuters. It is working with STA Travel on campus promotions at 18 UK universities.
The jobs are: lifestyle photographer (Melbourne), chief funster (New South Wales), Outback adventurer (Northern Territory), park ranger (Queensland), wildlife caretaker (South Australia) and Taste Master (Western Australia). Each offers a six month contract and package in the region of £67,000.
Tourism Australia managing director Andrew McEvoy says: “We recognise the high levels of youth unemployment in the UK and Ireland, and encourage young people from both countries to apply for one of the roles and to find out more about experiencing our country on a Working Holiday visa”.
The country’s current over-arching marketing strapline is “There’s Nothing Like Australia”.