Tourism Australia: Working Holiday Maker

Tourism Australia, the Australian tourist board, positioned gap years in Australia as an opportunity for young people to stand out from their peers with its campaign Australia Inc.

Summary

Working holiday makers are surprisingly valuable. They stay longer, spend more and disperse more widely, making them a critically important sector for Tourism Australia. Recent years however, have seen declines in both lodgments and expenditure from Europe. Our challenge was to bring back the 'gap' year Down Under. Despite the differences across two significantly different life stages, at opposite ends of the decision-making process, from three local markets, our audience had one thing in common- a growing fear of falling behind. Unlocking this, we were able to reframe the 'gap' year from a gap in your CV, to an...

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