Australia Invites the Youth Traveller to ‘Be Changed’
SYDNEY, Oct. 29, 2013 /PRNewswire/ — Tourism Australia has released a short film entitled ‘Be Changed’ via YouTube aiming to inspire young international travellers and encourage them to embark on their own journey of discovery in Australia.
To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/63919-tourism-australia-invites-the-youth-traveller-to-be-changed
‘Be Changed’ was created by Infinity Squared and features a poem that was written and voiced by Bravo Child after viewing a short film inspired by Tourism Australia’s recent ‘Best Jobs in the World’ competition.
Tourism Australia Managing Director Andrew McEvoy said its latest ‘Be Changed’ film aimed to amplify its ‘Best Jobs in the World’ campaign by demonstrating the transformational benefits of a young person’s working holiday in Australia.
“For the finalists, and certainly the winners, I think the ‘Best Jobs’ experience and the journey they’ve enjoyed along the way have been life changing. The spectacular imagery and Bravo Child’s beautiful words capture perfectly Australia’s power to change and will, I’m sure, inspire more young people around the world to follow in their wake and embark on their own unique journey of self-discovery,” Mr McEvoy.
The film director Rob Stanton-Cook said he wanted to create something authentic and unique with a human voice that was far removed from traditional tourism advertising.
“We aimed to replicate that unique sense of wonderment that one feels when travelling and exploring a new country. It’s that overwhelming sense of optimism and excitement (like anything could happen!) from the moment you step off a plane and are surrounded by new people, new culture, new sites and sounds,” Stanton-Cook said.
Poet Bravo Child was transported whilst watching the vision realising “destinations aren’t just inert postcards vistas; but vivacious playgrounds to engage with. Australia is a fertile bed of culture and adventure and once you get here, if you dare to really take it in, something shifts within you.”
Tourism Australia’s ‘Best Jobs in the World’ competition is part of a major international marketing push to promote tourism opportunities provided by Australia’s Working Holiday Maker (WHM) visa program.
Mr McEvoy said that the campaign was already delivering results, including a significant spike in international interest in and uptake of an Australian working holiday.
SOURCE Tourism Australia