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Tourism Australia initiates campaign with Gap 360 targeting working holiday audience

Tourism Australia Working Holidays Visa Campaign

Tourism Australia launches social media campaign to inspire young Brits to head Down Under on a Working Holiday.

In a move to captivate young British travellers, Tourism Australia has rolled out a digital campaign urging potential candidates for a Working Holiday Visa to consider Australia as their destination. This initiative invites individuals who have toured Australia in the past to display their most memorable Australian escapades on social media platforms. The most engaging posts stand a chance to secure one of three working holiday packages facilitated by youth travel expert, Gap 360.

Titled #HumblestBrag, the campaign invites participants to upload their standout Australian experiences on Instagram, aimed at portraying the exquisite work and life balance available in the country. The contest, which started on 11 August and concludes on 1 September 2023, welcomes entries from both prior visitors and those aspiring to explore Australia.

This digital endeavour aligns with a broader strategy to publicize the recent modifications to the Working Holiday visa stipulations. Effective from 1 July 2023, the age range for UK passport bearers eligible for the working holiday was expanded from 18-30 to now encompass individuals aged 18-35.

Commenting on the revision, Sally Cope, Regional General Manager for UK & Northern Europe at Tourism Australia, mentioned, “The age bracket extension for the Working Holiday Visa empowers over 16 million young Brits to consider Australia for a span of up to three years, presenting an unparalleled work-life balance. The #HumblestBrag competition offers a few fortunate entrants the chance to kickstart their Australian working holiday journey with Gap 360’s expertise. We eagerly anticipate their arrival.”

The principal reward entails the Ultimate Working Holiday To Australia package, inclusive of London to Sydney flights for two, a week’s accommodation, a series of activities, a beach stay in Port Stephens, an East Coast tour highlighting significant locations, and the provision of two Working Holiday Visas. There are also secondary prizes which incorporate a Working Holiday Starter Package.

Gap 360’s Sales Director, Jane McLellan, shared, “Aligning with Tourism Australia for this campaign is exhilarating. Gap 360 has consistently been the preference for explorative travellers yearning for unforgettable experiences, and our team’s profound knowledge of Australia ensures entrants receive a genuine Australian immersion. Our curated packages promise an authentic glimpse of Australian life.”

For valid participation, entrants need to post personal recollections or utilize official campaign content from Gap 360, include the hashtag #HumblestBrag, and ensure they follow @australia and @gap360official on their respective platforms. The contest is slated to close on 1 September 2023.

Co-Founder & Managing Editor - TravelDailyNews Media Network

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.