Switch in tourism tactics New trio out to lure more young people
THE nation’s newest tourism campaign has gone from using an international Hollywood heart-throb to three much lesser-known celebrities in an attempt to lure young travellers down under.
Step aside Byron-based global superstar Chris Hemsworth. Tourism Australia’s latest recruits include actor Lincoln Lewis, Wallabies rugby union player Nick Cummins (aka the Honey Badger) and TV presenter Teigan Nash, who have all been handpicked to attract youth and working holiday-makers.
The new $5 million campaign, includes “Aussie News Today,” an online tongue-incheek online news channel and features comical vision of a koala shopping and kangaroos fighting in a suburban street, all aimed at highlighting unique Australians experiences and showcasing eye-catching locations to snare jetsetters.
TA will use social media channels, including digital media company Buzzfeed, which delivers news and entertainment worldwide, to issue uplifting news stories of daily life Down Under.
Hemsworth has drawn $160 million in advertising value to Australia since he took up the reigns in 2017, but TA declined to reveal contractual details of the three new talents.
TA managing director John O’Sullivan said the new campaign would target 18-29 yearolds globally. The choice of the new talents was not based on their celebrity status, he said.
“What we know is that with youth travellers it’s awareness of experiences and content that really drives their destination choices. We don’t necessarily have to use celebrity to do that.“
Heading to Cairns will be Mr Cummins, who will also visit the Great Barrier Reef and Daintree rainforests.
Buzzfeed will send “mates” from Germany and Italy to report on the region as part of a three month road trip.
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