The “Best Job in the World” tourism campaign – extended version.
Tourism Australia‘s new extension of Queensland‘s famous ‘best job in the world’ campaign will feature six roles, each with a $100,000 salary package including living costs. Don’t get it wrong though- the focus of the campaign is not the money, but the promotion of experiences.
In an effort to revive the lucrative though static young traveller market, Tourism Australia is spending $4 million on an expanded ”Best Job in the World” global campaign, a bigger and more representative version for the entire country.
The competition targets travellers between the ages of 18 and 30 who are eligible for Australia’s Working Holiday Maker program.
Six states and territories, including NSW and Victoria, will participate in the promotion with young backpacker-style tourists, worth $12 billion to the Australian economy, invited to apply for six ”fun” ambassador-style tourism roles around the country.
Each of the jobs will showcase the best tourism attributes of each state and territory.
The campaign is a reinvention of Queensland’s acclaimed campaign with the 2009 Best Job in the World promotion, won by Briton Ben Southall who got the chance to become a ”caretaker” of a Great Barrier Reef island and attracted unprecedented international attention. The new campaign has already more than doubled the total of 34,000 entries received by the previous campaign.
Young overseas travellers to Australia help to meet the demand for tourism workers around Australia that the industry itself would otherwise find difficult to fill due to labour shortages. They also stay longer than other tourists and spend more, with an average expenditure of between $7300 and $13,000 depending on their visa.
Tourism Australia’s new national campaign will focus on the markets eligible for Australian working-holiday visas including Britain, Ireland, the United States, Canada, France, Germany, Italy, Hong Kong, Taiwan, South Korea and Japan.