Backpacker Academy: Tourism Northern Territory's UK Youth Campaign
April 2023 saw the launch of the youth-focused 'Backpacker Academy' campaign for Tourism & Events Northern Territory. Youth travellers and Working Holiday Makers are vital to the Northern Territory's tourism economy, especially from the UK and Europe. Along with our agency, we created the Northern Territory Backpacker Academy, which parodies university life by offering young travellers a range of 'courses' from 'Camping 101' to 'Skydiving 101', showcasing the fun and adventurous lifestyle available in the Northern Territory. The campaign is fronted by our Aussie larrikin 'Dean', who encourages you to find out more and enrol through a range of humorous digital vignettes and audio ads. The campaign is also supported by a selection of TikTok content creators who are 'endorsing' the courses on offer. Trailfinders Travel Academy is the call-to-action partner for this campaign.
