Upload
ldaly-daly
View
212
Download
0
Embed Size (px)
DESCRIPTION
ourism Australia defines the youth segment as males and females, aged between 18 and 30 years. This group are commonly referred to as Generation Y with alternative labels such as ‘Millennials’ and the ‘Dot.Com generation’.
Citation preview
Culture
The youth segment have information at their finger tips, are innovators of new products and trends and accepting of change. They care about the earth, are socially aware, and are environmental champions. This segment is image conscious and places importance on keeping physically fit. They are experiential, enjoy the Arts and events from music concerts to adrenalin activities. The youth segment places significant importance on their community and friends. Interestingly the term ‘friends’ to this segment encapsulates a wide audience. The advent of the internet means that youths are able to communicate with a number of people at one time therefore friends could even include people they haven’t actually met physically before.
Travel Behaviour
Travel opportunities for the youth segment are many as the world becomes more accessible with flight operators providing increased routes and the cost of travel becoming more affordable. The youth segment is encouraged to travel by friends, family and the institutions or associations they belong to. The majority of trips taken by young people are motivated by goals such as a desire to explore, experience, work or study abroad. This segment wants to help people and make a contribution to the places they visit. They enjoy exploring other cultures and interacting with local people.1
The youth segment
Who are we talking about?Tourism Australia defines the youth segment as males and females, aged between 18 and 30 years. This group are commonly referred to as Generation Y with alternative labels such as ‘Millennials’ and the ‘Dot.Com generation’.
1. CCS Brand Study 2008, Index to U.S. Population.
What do we know about them?
Youth Experience Seekers find Nature and Coastal
experiences more appealing than Food and Wine,
Journeys and the Outback experiences.
Youth Experience Seekers
seek to develop confidence
and life skills through travel
and the sense of achievement
this derives. It is a journey of
personal growth.
Australia is a huge adventure
playground where a
multitude of experiences are
within easy reach.
ADVENTURE - Australia is an adventure holiday destination
IMMERSION - Holidays in Australia are about participating in life, not observing it
TRANSFORMATION - A holiday to Australia would give me a fresh perspective
WELCOMING - Australia is a welcoming destination
NATURE - Australia offers involving experiences in the natural environment
How should we
communicate with the
youth segment?
The youth market is extremely media-savvy; they are cynical and untrusting of advertising and marketing promises. They desire instant interaction and gratification and they have a short attention span. There is a need to “belong” and have “control,” they want to feel empowered, confident and independent.
Digital mediaDigital channels need to be core to any communications strategy as the internet is emerging as the centre of the young adult’s world.
Mobile TechnologyMobile phones are an absolute necessity for the youth segment and mobile marketing will become more effective in reaching this segment as technology becomes more advanced and campaigns and messaging more engaging.
Worldwide webThe internet is widely used by the youth market, to obtain and share information and for entertainment. While online, youths tend to focus on communication and entertainment. The number one activity is ‘interactively communicating with people’, with 56% claiming to do this. Other activities included listening to music, downloading and online games.
Viral MarketingBeing the first to send an innovative and new viral media execution to peers can provide kudos, and accordingly makes the campaign likely to be passed on many times and be successful. A successful viral marketing campaign includes a persuasive message that engages potential viral marketers through creativity, interactivity, fun and intrigue.
The people are friendly and the climate is fantastic
all year round so there’s nothing stopping you from
creating your trip of a lifetime.
Whether you want to party
in our vibrant cities, camp
under the stars in the outback,
trek through a rainforest,
learn about the world’s oldest
culture or dive into our pristine
waters, there will be an
experience to suit you.
You will meet like minded
travellers as you move around
the country so there is always
someone to have a drink with
and share the stories you
collect on your travels.
In Australia you will take part
in adventures you could never
have imagined and will leave
feeling uplifted and full of life.
What messages resonate with the
youth segment?
Percentage global 18-24 year olds regularly
watching TV through each platform
Source: Carat research report: Holistic Target Profiles of First Time Experience Seekers and the two sub-segments: Youth & Luxury Prepared 23/4/09
TV set
Pre-recorded
On-demand
On mobile
0 20 40 60 80
High-def/plasma
Computeronline
TACM4941
Social mediaSocial media provides an authentic environment for young travellers to share their own stories, thereby acting as natural advocates for Australia and creating buzz about the destination.
To reach this audience, social media must include the following four elements; social interactivity, immediacy, Gen Y literacy, and individualism. Social networking sites such as Facebook, Youtube, Twitter and MySpace are an effective way to reach this segment. Blogging is another popular communication vehicle. Some successful social networking sites within the travel/tourism space include Couchsurfing.com, Virtualtourist.com, Tripadvisor.com and blog sites include Globenotes.com, Travelblog.org and RealTravel.com. These sites allow users to provide their feedback therefore interacting with the site and its users.
Word of mouthPeer to peer recommendations are important to the youth segment, the need to belong and be part of a community may dictate their purchasing decisions. They are highly influenced by their own peers.
Experiential marketingYouth want to actually ‘experience’ the brand/product/service rather than be told the features and benefits. They want to touch, feel, play and communicate with others about the product/service before considering making a purchase.
Sponsorship and/or advertising at events or areas visited by youths for example music festivals/concerts, chat rooms or social networking sites promotes advocacy by association.
Mass mediaAttention levels paid towards the internet far exceed all other media, however it’s important to note that TV isn’t dead for this audience. It is undergoing long term change, towards open content models and highly involved consumers. The ‘lean forward’ consumers – those who chase open access content and who feel as if it’s there to be in control – are in the main younger adults. They self-navigate, toggle, search and self-author content. In some way, they can no longer be considered an ‘audience’. They are, simultaneously, readers, editors and marketers.
The change in attitude towards TV viewing is best been evidenced by the growth and scale of online video consumption.
Core content viewed on TV tends to be U.S and home grown series, news, films, entertainment programs and live sport. Streaming or downloading TV content has grown beyond being just user generated content to also include must see series (especially US produced), streamed news, sport, films, YouTube clips, program repeats and program highlights (catch-up TV). The availability of (Foxtel IQ and Tivo) also enables youths to watch what they want, when they want.
What this means is that TV consumption isn’t decreasing; it’s just changing platform and the distinction between PC and TV is becoming more blurred for young people.
For further information please contact www.tourism.australia.com