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Published 06 March 2013 07:44, Updated 10 April 2013 07:32
Each of Australia’s new ‘best jobs in the world’ is six-month position with with a $50,000 salary and $50,000 in living expenses. Tourism officials hope the new capaign will help keep Australia front of mind for young travellers. Photo: Fairfax Media.
Tourism Australia now has not one, but six “best jobs in the world” on offer as it reprises its ground-breaking 2009 Queensland campaign in the hope of spreading the youth tourism market across all mainland states.
The $4 million campaign unveiled on Tuesday in Cairns by Tourism Minister Martin Ferguson and the winner of the 2009 campaign, Ben Southall, targets travellers between 18 and 30, offering a chance to win one of six paid positions.
The ‘jobs’ on offer are chief funster (NSW), outback adventurer (Northern Territory), park ranger (Queensland), wildlife caretaker (South Australia), lifestyle photographer (Melbourne, Victoria) and taste master (Western Australia). Each six-month position comes with a $50,000 salary and $50,000 worth of living expenses.
While the campaign will not pack the publicity punch its predecessor won in 2009, it is a low-cost way to stimulate the $12 billion youth tourism market, says Madigan Communications head Dee Madigan.
“It’s not going to achieve the kind of publicity that it got,” Madigan told BRW on Tuesday. “It won’t get the free media and that’s unfortunate. But with social media, you don’t need as much free media because you’ve got everyone doing your work for you. You’ve got young people forwarding it onto their friends. If it’s a good offer, people do your work for you and you don’t even need free media.”
The competition requires would-be winners to upload a 30-second video explaining why they would be the best candidate for a particular job. The closing date is April 10, the winners will be announced in June and the jobs start in August.
The competition targets young people from countries that have working holiday visa arrangements with Australia, including the UK, Ireland, the US, Canada, Germany, France, Italy, Sweden, Hong Kong, Taiwan, South Korea and Japan. Tourism Australia says youth travellers on average spend $7279 a trip in Australia and last year working holidaymakers contributed $2.5 billion to the economy.
Despite this style of tourism promotional competition being repeated elsewhere, such as with New Zealand’s Great Walker campaign last year, the style of competition will have a fresh pull, Madigan says.
“The target market . . . they will enter these competitions because they will think: ‘Why not?’ And what it does do, then, is it puts Australia at the top of mind,” she said. “There are probably three or four trips a young person could make – they could go to Asia, they could do Europe, or Australia. It just means we’re in the consideration set. That’s all you can ask of a campaign.”