Delivering its first bulletin from the top of the Sydney Harbour Bridge, Tourism Australia has launched a dedicated, tongue-in-cheek news channel serving up good news stories from across Australia as part of a new $5 million youth campaign.
Curated by youth for youth, Aussie News Today will share stories from across Australia, broadcasting them directly into the news feeds of millions of young people and potential travellers across the world.
Tourism Australia Managing Director John O’Sullivan said the new campaign would highlight many of the unique destinations and experiences available to youth travellers and working holiday makers in Australia.
“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.
“From crocodile cage dives and selfies with quokkas, camel racing and tuna throwing competitions, Big Bananas and Giant Pineapples – Australia is a remarkable continent with as many great stories to share as there are great reasons to visit,” he said.
Aussie News Today will be a socially-led campaign, launched by three young and charismatic Aussies – Wallabies rugby union star Nick Cummins (aka ‘The Honey Badger’), TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis. All three will travel and report from locations around the country.
Uniquely Australian content will be gathered from across the country and shared globally using Tourism Australia’s digital and social media channels, including dedicated Aussie News Today Facebook and Instagram profiles, and a news hub on Australia.com.
Additional youth content will be created as part of a world-first content partnership with BuzzFeed, which will see eight young travellers from Europe sent on a three month road trip around Australia to report on their experiences of the country’s local culture, festivals, events, food and wine.
Youth travellers represent 25 per cent of all international visitor arrivals to Australia (2.1m) and 46 per cent of visitor spend (A$18.7bn).
Australian Minister for Trade, Tourism and Investment, the Hon. Steven Ciobo MP said that young travellers under 30 were a critically important part of Australia’s visitor mix.
“Many people underestimate just how important the youth market is for Australian tourism. Young travellers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments.
“This campaign is a great way to share a bit of our land down under with young travellers around the world seeking fun, adventure and life-changing travel experiences,” Minister Ciobo said.
Australians, Australian tourism businesses and visiting holidaymakers are encouraged to submit news ideas via #AussieNewsToday, and visit Australia.com for the best itineraries and Aussie News Today updates.
The campaign will initially focus on four of Australia’s largest youth markets – the UK, France, Germany and Italy – before being extended to other markets next year.
Nick Cummins is managed by The Fordham Company.