Tourism Australia’s Six Best Jobs in the World
THERE'S NOTHING LIKE AUSTRALIA
Tourism Australia’s “Six Best Jobs in the World” is a global PR campaign that was launched on March 4th, 2013 to attract young travelers to come to Australia on a Working Holiday Maker visa. In order to fill as many of the country’s 36,000 job vacancies as possible in the tourism and hospitality sector, the campaign targets international travelers aged 18 to 30 from all over the world by appealing to their sense of adventure and fun. The six lucky winners will be invited to six-month ambassador-style tourism roles all around Australia, as well as a $100,000 salary package including living costs. By offering the dream job and a temporary mental getaway in a society that is characterized by stress and hurry, the campaign has an extremely strong emotional appeal that makes it attractive to almost anyone of any age. It is innovative and inspiring in a very unique way, which gives it great potential to succeed and makes it highly likely to provide Australia with widespread media coverage and an increase in both working and leisure travel.
Public Relations, or PR, refers to the efforts that are made to enhance the reputation and image of a brand, a company or an event outside the context of what is typically considered advertising. It is part of the overall IMC approach and perhaps the most diverse of marketing communications tactics, usually targeting a broader audience consisting of non-customers. (Clow, Baack & Peloza 2012)
Tourism Australia’s “Six Best Jobs in the World” is a global PR campaign that was launched on March 4th, 2013 in London, UK, to attract young travelers to come to Australia on a working holiday. The campaign promotes Australia’s Working Holiday Maker visa programme, which enables 18-30-year-olds to spend 12 months in the country while traveling and working. There are more than 36,000 job vacancies in the tourism and hospitality sectors, which are now sought to be filled with the help of youth travelers. (The Sydney Morning Herald 2013)
Through this campaign, Tourism Australia is looking to invite six young and adventurous travelers to six-month ambassador-style tourism roles all around Australia. Although mainly targeting international travelers aged 18 to 30 from countries like Britain, South Korea, Ireland, France, and Germany, the campaign allows anyone of any age and from anywhere to apply. The lucky winners of the competition will be invited to one of the following roles starting in August 2013:
- Lifestyle Photographer (Melbourne)
- Chief Funster (New South Wales)
- Park Ranger (Queensland)
- Wildlife Caretaker (South Australia)
- Outback Adventurer (Northern Territory)
- Taste Master (Western Australia)
In addition to getting a job that most people can only dream of, the offer includes a $100,000 salary package including living costs. (The Sydney Morning Herald 2013) Who would not want a job like that?
The “Six Best Jobs in the World” is an
innovative and inspiring campaign that is simple, yet unique. It is public
relations at its best, even though it is hard to tell exactly what type of activity it is about; event, sponsorship, content
or buzz marketing. The approach is a little different due to the fact that
it is no ordinary product that can be bought from the store. It is a worldwide
event that aims at attracting young travelers to come to Australia to work and
travel, which definitely categorizes it as event marketing. Moreover, the lucky winners
of the competition will become brand ambassadors of Australia. They are far
from the traditional type of sponsored consumers as they are not going to be
provided with a product for free in order to use it and spread the word about
it. Instead, they will get the dream job and the adventure of a lifetime, which they will most likely be asked to
blog and post their thoughts about in social media. This demonstrates the use of
content marketing in the campaign, as well as buzz marketing.
The campaign is highly emotionally appealing. Although it aims at attracting young, backpacker-style travelers by appealing to their sense of fun and adventure, it allows everyone and anyone to daydream. It offers a temporary mental getaway in a society that is characterized by stress and hurry, resulting in an extremely strong emotional appeal that makes it attractive to almost anyone. In comparison to its predecessor, “The Best Job in the World” launched by Tourism Queensland in 2009, Tourism Australia is now offering six different jobs that appeal to people with differing interests; culture, photography, nature, wildlife, food and beverages, and adventure. There is something for everyone, which broadens the target audience and adds to the geniousness of the campaign. It makes a good story for people to share with friends and family as well as in social media, adding to its potential. By the end of the first day of the campaign, Tourism Australia had already received more than 75,000 applications from all over the world (The Sydney Morning Herald 2013), which can be seen as an indicator of a successful campaign that is going to provide Australia with widespread media coverage and an increase in both working and leisure travel.
The trailer is informative in a sense that it shows the viewer – the potential brand ambassador –what her life could be like if she applied for the job. It provides information about the different roles and most importantly, shows the amazing scenery in which it all takes place. It raises awareness of the Australian way of living, which, one gets the feeling, is something totally different from the rest of the world and very unique. It gives the viewer the reasons to apply. In the hierarchy of effects, these are the awareness and knowledge phases, and they are followed by liking: finding out about the jobs and what they are all about, and witnessing the beautiful sceneries in which it all takes place, resulting in the potential applicant realizing that getting one of the jobs would be the coolest thing in the world. But why should the viewer choose Australia? This brings us to preference. Although it is a competition with hundreds of thousands of participants, Tourism Australia is offering an experience of a lifetime. It is surely worth giving a try, which is already one step on the road towards actually going, whether by winning the competition or not.
Preference, in my opinion, is the last step in the hierarchy of effects in which the campaign is present. It may affect the conviction and actual purchase stage by making young travelers actually take a year off to go and explore the land Down Under (which clearly is what Tourism Australia is aiming at), but its primary goal is to increase awareness, knowledge, and liking, and eventually lead to preference.
Expansion of the communication tools
Except for the trailer on YouTube, Tourism Australia is using all of its social media channels to support the campaign. Virgin Australia, STA Travel and Monster.com are only a few of its key partners, the latter of which has created and online board for temporary jobs within the Australian tourism industry particularly aimed at working travelers. In addition to that, it has set up a pop up surf club at Waterloo Station in London to reach out to young commuters. (MarketingWeek 2013)
As mentioned earlier, the UK is one of the countries with the most applicants for Working Holiday visas. Promoting the campaign at one of the busiest railway and underground stations in central London is a smart way for Tourism Australia (in cooperation with STA Travel) to reach out to their target audience; young Londoners. It attracts attention (especially as early in spring as March, when it still is cold and rainy outside), increases awareness and gives the organizers the chance to really interact with their target audience and promote the campaign.
Promotion of “The Six Best Jobs in the World” at Waterloo Station, London. Source: The Sydney Morning Herald (2013).