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Simon Crerar & Geoff Ikin - BuzzFeed and Tourism Australia’s road trip of a lifetime

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BuzzFeed and Tourism Australia’s road trip of a lifetime

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Simon Crerar & Geoff Ikin - BuzzFeed and Tourism Australia’s road trip of a lifetime

  1. 1. WHY YOUTH? 25% of all visitor arrivals to Australia 46% of all visitor spend in Australia Higher rate of dispersal across Australia
  2. 2. YOUTH ARE A MASSIVE OPPORTUNITY FOR AUSTRALIAN TOURISM They stay longer, spend more and go further than any other audience BUT THEY’RE A DIFFICULT AUDIENCE TO DEFINE AND ENGAGE They vary in age, lifestage, location, media habits and reason for travelling ONE THING THAT IS CONSISTENT IS A GENERAL FEELING OF NEGATIVITY From rising unemployment, ballooning student debt and the rise of nationalism THIS NEGATIVITY HAS BEEN FUELLED BY AN ENDLESS SUPPLY OF BAD NEWS Which youth around the world see in their feeds every single day LUCKILY AUSTRALIA HAS MORE THAN ENOUGH GOOD NEWS And sharing positive stories about Australia is one of our strengths THE IDEA
  3. 3. Get more 18-30 year olds to Australia (and ideally working holiday makers) THE OPPORTUNITY
  4. 4. THE SOLUTION A ‘Mateship’ like no other Branded content that inspires & informs Content that instantly makes you say ‘Bring Me’
  5. 5. 120 POSTS + 60 VIDEOS THE MATES BRANDED 8 BRANDED POSTS 7 BRING ME VIDEOS
  6. 6. VIDEO HERE
  7. 7. VIDEO HERE
  8. 8. VIDEO HERE
  9. 9. VIDEO HERE
  10. 10. VIDEO HERE
  11. 11. VIDEO HERE

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