Kickstarting Australia's digital future

As barriers to entry fall across a wide range of industries, internal obstacles may become the biggest impediment for incumbents to compete. A cultural overhaul is needed.

Over a two-day period in April 2013, Tourism Australia received 35,000 user-generated video submissions to its ‘Best Jobs in the world’ campaign. The promotion, which offered a salary of $100,000 for jobs such as NSW Chief Funster and WA Taste Master, was a hugely successful follow up to a similar global award-winning campaign by Tourism Queensland that targeted youth travellers and working holiday makers. By the end of the campaign, Tourism Australia had received 620,000 entries from 196 countries and gained potentially tens of millions of free marketing when its Facebook user base grew from 150,000 to over 500,000.

The videos were viewed in almost every country in the world, shared millions of times over by the digitally-native travelers Tourism Australia was hoping to entice to our shores.


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