Tourism Australia’s “Best Jobs in the World” global campaign was launched on March 4th to look for young travelers aged 18 to 30 to fill six ambassador-style tourism roles in Australia later in 2013. The aim with the campaign is to attract young travelers to come to Australia on a working holiday and by doing that, help fill as many of the country’s 36,000 job vacancies in the tourism and hospitality sector as possible. Through its campaign Tourism Australia is looking for
- a lifestyle photographer (Melbourne)
- a chief funster (New South Wales)
- a park ranger (Queensland)
- a wildlife caretaker (South Australia)
- an outback adventurer (Northern Territory)
- a taste master (Western Australia)
The lucky winners of the competition will be invited to a six-month job offering them a $100,000 salary package including living costs. Who would not want a job like that?
Although the campaign aims at attracting young, backpacker-like travelers by appealing to their sense of fun and adventure, it allows anyone, at any age, to daydream. By offering a temporary mental getaway in a society characterized by stress and hurry, the campaign has an extremely strong emotional appeal that makes it attractive to almost anyone. It is innovative and inspiring, and makes a good story for people to share with friends and family. It is simple, yet unique, and is highly likely to provide Australia with widespread media coverage and result in an increase in not only working travel, but leisure travel as well.
Compared to its predecessor “The Best Job in the World” that was launched in 2009 by Tourism Queensland, and that received more than 35,000 applications from over 200 countries, Tourism Australia has had a massive response to its campaign with more than 75,000 applications during the first day only. I would call that PR at its best.
Anna Wallin, 10083285, COMM 335-2, Public Relations, emotional appeal, Tourism Australia, campaign