Tourism Australia has selected to partner with one of Canada’s leading indie record labels to promote backpacking, study and working holidays to the Canadian youth market. Bedouin Soundclash, which is managed by Toronto-based Dine Alone and also manages Attack In Black, Moneen and Rival Schools recently signed up to play at the annual Soundwave Music Festival taking place in Brisbane, Sydney, Melbourne, Adelaide and Perth in late February.
“This type of opportunity is quite rare but offers us a way to engage the under-35 market with our messages in a space that they are passionate about – their music,” commented Michelle Gysberts, Regional General Manager for the Americas.
The campaign will involve nationwide Public Relations done by Fleishman-Hillard, on-air promotions and leveraging social media platforms MySpace and Facebook to promote trip giveaways, seed ideas and offers on backpacking in Australia, studying and taking a working holiday. The campaign will offer the chance for two to win a trip to the Brisbane Soundwave event with event passes and backstage visits with the Canadian bands sponsored in part by TravelCUTS and Qantas Airways. To enter, go to www.australia.com and navigate to the Canadian site.
“In the current tight economic environment, this is a segment of the travel market that is more resilient to the mainstream leisure markets so timing of the opportunity couldn’t be better. Students in particular have just return to their campuses for the start of their second term and will be contemplating options for the forthcoming summer vacation break May to August,” adds Gysberts.