Get Paid.
When enticing working holiday makers back to the NT, we had to reinstate it as the quintessential Aussie destination and a real adventure of a lifetime.
The Challenge
The Northern Territory Tourism Industry has been hit hard by the lack of Working Holiday Makers (WHM), and as borders have opened we need to attract these WHMs to work and live in the Northern Territory.
The Territory’s critical worker shortage in the industries of hospitality and tourism is a priority of the Fyles Government. Their goal is to attract backpackers back to the
Territory from Germany and Greater Europe and off the east coast of Australia to fulfil the job shortages previously filled by backpackers and seasonal workers.
Simply, we had to reinstate the Northern Territory as the quintessential Aussie working holiday maker destination.
The Solution
In a competitive marketplace, we had to use our advantage of being ‘Different in Every Sense’ to disrupt the WHM conventions. We know these WHM’ers are giving the middle finger to conventional culture, so we decided to show the NT difference in both the work AND the holiday. Because when work and holiday are one and the same, everyday is an adventure.
Our campaign had to be unique to the NT, evoke a feeling and be transferable across markets with global appeal to make the NT look ‘cool’. Because to this demographic, the way we say it is just as important as what we say.
“Getting paid” is a colloquial term used by Millennials and Gen Z, born from hip hop culture. So, what if we told our audience that not only does the NT have all the top priorities on their bucket list ready to tick off, but they can ‘get paid’ while they’re at it.
We promised a working holiday in the NT as the ultimate Aussie Adventure. The adventure of a lifetime, that you get paid for.
We told them, you can ‘Get paid to do this’ – epic NT experiences mixed with epic jobs in unique destinations you won’t find anywhere else.
The Result
The ‘Get Paid’ campaign launched in early 2023 and the campaign performed so well that the capital city Darwin became so inundated with backpackers, industry experts put their hand up and said, there’s no more jobs left.
This forced the Northern Territory Government to cancel the campaign well ahead of schedule!
All those hard to fill jobs of Baristas, Housekeepers, Bar Tenders, Tour guides were sorted! Over 2,000 bookings were made through the “Backpackers Deals” site and over 19,822 clicks to NT job sites.
It really doesn’t get any better than that, an amazing result!
