Case Study: Tourism Australia Work in Oz www.myspace.com/workinoz

Objective:• Engage an 18-30 year old international audience to enable them to learn more about holidaying in Australia and also share their travel experiences.

Content: • The profile included a range of interactive and informative content such as travellers tips videos, soundboard, testimonials, info on jobs/ travel/ accomodation, competitions and a viral Aussie Mates application which users could drag their top friends into and designate as Tour Guide, Jillaroo, City Slicker or Lifeguard to then embed on their profile.

Results: • Over 162,000 page views• Over 112,000 unique visitors • Average time spent of 5 mins 4 seconds (total time spent 397 days!)• 5,375 friends • 839 comments • Over 8,000 clicks on links to external Australian Government related sites.

Case Study: Tourism Australia Work in Oz www.myspace.com/workinoz

Competitions• As a way to further engage users on the profile, Tourism Australia ran a competition allowing them the chance to realise their dreams and win a Working Holiday visa in Australia. They had to comment on the profile in 25 words or less in answer to the question:

"Why do I want to experience a working holiday in Australia?"

This competition had a real life impact for users and attracted over 450 entries.