TA mounts youth pitch

TOURISM Australia today formally launched a new $5 million campaign targeting the youth travel market.

The socially-led promotion is based around a dedicated tongue-in-cheek news channel called “Aussie News Today,” which will serve up good news stories from across the country.

Tourism Australia md John O’Sullivan said the campaign would highlight unique destinations and experiences available to youth travellers and working holidaymakers here.

“We plan to put a smile on young people’s faces with Aussie News Today by serving up fun, sometimes irreverent and uplifting news stories of daily life Down Under,” O’Sullivan said.

The campaign features three “young and charismatic” Aussies - rugby union star Nick Cummins, TV presenter Teigan Nash and former Home and Away star Lincoln Lewis - son of rugby league legend Wally Lewis.

Dedicated Aussie News Today profiles have been established on Facebook and Instagram, along with a news hub on australia.com.

The industry can submit news ideas via the #AussieNewsToday hashtag, with the campaign to initially focus on four of Australia’s largest youth markets: the UK, France, Germany & Italy.

Federal Trade, Tourism and Investment Minister Steven Ciobo said travellers under 30 were a key part of Australia’s visitor mix, representing 25% of all international arrivals and accounting for almost half of visitor spending at $18.7 billion.