Each year, thousands of young Brits head Down Under on Working Holiday Maker visas to live, work and play the Aussie way – so when the Australian Government announced increases to the age cap, from 30 to 35 years, we knew this was a moment for Tourism Australia to leverage.

Our response targeted the young audience where they were the most engaged, with a curated influencer programme designed to drive engagement and understanding of the changes. A hard-working media relations programme led by a national broadcast day with Tourism Australia, drove mass awareness within the wider British media landscape.

Underpinning it all was a robust national research piece and traveller data, providing media with the data and information they needed for national, headline-grabbing articles.