With the objective of seeking to influence the pattern of travel by German youth travels to Australia through the promotion of Darwin as an attractive gateway and the availability of meaningful short-term and casual work throughout the Northern Territory, Karisma engaged with a non-traditional, but influential partner in the form of the Zentralstelle für Arbeitsvermittlung (ZAV), an agency of the German Federal Government with responsibility for finding work opportunities for young Germans outside of the EU.
The relationship with the ZAV proved to be very effective in terms of talking directly to young, prospective travelers to Australia. A series of info presentations in 14 major cities throughout Germany in late 2006 and early 2007, promoted via direct-mail activity to Universities and high schools as well as press coverage and radio interviews resulted in the attraction of more than 800 attendees.
Young people had the opportunity to win one of seven prizes inclusive of return travel to Australia and a job in the NT by submitting an entry to one of the media partner organisations indicating why they were best suited to one of the jobs that ranged from working on a cattle station to the front-office of a hotel. Media partners included major daily newspapers, a National commercial television network and specialty magazines.
Prize-winners were required to blog and film their experiences in the NT, which then provided further stimulus for young people contemplating an Australian working holiday experience.
The campaign provided a foundation for incremental cooperative campaign activity with youth and student orientated trade distribution partners, namely STA Travel, Boomerang Reisen and Southern Cross Sprachreisen and also a stimulus for subsequent activity with other European work and travel and education specialists, Step In and Sprachcaffe.