SEO Trends in 2024: What You Need to Know to Succeed
Tourism Australia - Best Jobs Award Entry
1. Best Jobs Challenge:
Our goal was to generate
250,000 expressions of
interest, deliver a 20%
increase in working holiday
visa applications and
contribute to filling over
36,000 vacant jobs within
12 months. Backpackers
contribute over 12 billion or
42% to Australia’s of tourism
expenditure, to Australia’s
economy.
But across the world,
there was high youth
unemployment and low
economic growth. And these
issues had hindered travel
plans leaving these people
stuck at home not coming to
Australia!
Idea:
We set out to design and
integrate 3 online partners to
enable a simple and fun visa
application process.
Using australia.com,
Facebook and Monster.com
we developed a platform for
creativity, inspiration, and
excitement about 6 Best
Jobs in the World (in Tourism
& Hospitality) which also, at
the same time, showcased
Australia as a world leading
travel destination.
Results:
Despite some ambitious
targets to generate 250,000
expressions of interest,
deliver a 20% increase
in working holiday visa
applications and fill over
36,000 vacant jobs, we
smashed every goal.
Our campaign delivered
over 339,711 expressions of
interest.
The 6 “Best Jobs in the
World” profiles received over
612,718 applications from
196 countries. Exceeding our
target by +145%.
There were 46,117 video
applications, beating our
goal by more than 20% and
generating over 367 hours of
content.
The Australian Working
Holiday Visa Facebook
Community grew by more
than 317% to over 470,000
followers.
in the World