The problem
Tourism Australia had noticed a decline in applications for Working holiday Visas. Competition was growing from places such as South Africa and South America. Our brief was to Inspire young people to work their way around Australia. Aimed at the UK youth and backpacker market, utilising an advocacy site with £20,000 target media spend.

The solution
Meet Matt & Lucy and share their real life experiences. Humanizing the online experience allowed us to build in aspiration and advocacy elements. By involving the user in two ‘stories’, both male and female, the user was engaged with the brand. The copy promotes the benefits of obtaining a Working Holiday Visa. Full written and visual account illustrating all stages of Matt & Lucy’s journeys were in downloadable .pdf format. You could also get top tips for working in Australia, up to date info on travel deals as well as the chance to win a holiday to Australia (5,700 entries recieved).

With the advertising campaign to promote the site just 3 weeks old, the number of visitors was more than double Tourism Australia’s target for the site. Within 6 weeks we’d achieved a whopping 269% of target, stimulating roll-out to a further 4 European markets. It also went on to pick up a merit at the MCCA awards.

The Homepage introduces you to Matt and Lucy and invites you to imerse yourself in their stories.

The lower pages take through their incredible journeys, the content buckets invite you to deepen the experience further.

Online Advertising | Drive to site