As the borders reopened the drive to capture the international tourism dollar escalated around the globe. Tourism Australia had launched the Come Say G’Day campaign using recognisable and stunning scenery to remind the world why Australia is a great place to holiday. To engage the first time traveller/youth audience TA and The Backpacker and Youth Tourism Advisory panel asked 3rdspace to find a way to extend that story beyond the iconic scenery to reflect youth holidays in Australia. Like the travellers we would need to work a very tight budget.
The top 3 most important considerations in future travel plans to visit a destination are to get immersive by seeing new places, having new experiences & learning about history & culture. In a global sentiment analysis survey over 40% of people under 30 said it was more important to choose a destination where they can immerse themselves in "authentic local experiences".
Bytap were hoping for 5 films in multiple formats and hundreds of photos to tell the story around 5 key themes to be shot all across Australia. We both bravely agreed the best way to do this was by sending 3rdspace’s in house director on the road with 2 people representative of our target audience on a road trip from the Great Ocean Road to Cairns and beyond. Shooting all the content on a phone, to capture a truly immersive experience.
From being bogged in sand, to sleeping in tents and staying at youth hostels, to working in pubs and on farms we created 5 unique stories in multiple formats
A total of 20 films and over 200 stills
The series was a breath of fresh air for the industry enabling independent businesses in the sector to utilise the content as their own in across social and digital environments. The stills could be repackaged and used on their websites and in campaigns and the footage re-purposed in a TA campaign from South Korea to Europe and the UK on social and broadcast.