BEHIND THE HYPE: Helping antipodeans to feel at home - Aussies can find out about Blighty before they arrive

The Aussie in London website is aimed at helping native Australians

feel at home in the UK before they have even left Oz. Travellers can use

the site to sort out things such as finding out how to get a bank

account and National Insurance number , hunting for accommodation and

how to carry on travelling once they’ve tired of Blighty.

The owners of the site plan to launch similar portals for New Zealanders

and South Africans travelling to and living in the UK.

Site characteristics The website categories range from ’just arrived’ to

going out, getting a job and accommodation. The green, yellow and white

colour scheme is simple and straightforward, although not particularly

pretty, and the message board allows visitors to post requests for

dancing partners through to flat mates. For the homesick, there is a

link to the Covent Garden-based Australia Shop Online.

Target demographics Aimed at Australians, aged mainly 18 to 30, who want

to find out about living, working and playing in London as easily and as

painlessly as possible.

Principals The company Welcome Stranger, which owns and runs the site,

was founded by its managing director, Simon Larcey, and its technical

director, Nick Koleszar. Clive James, the journalist and broadcaster, is

a non-executive director.

Backers The company is seeking first-round funding.

Marketing PR in the UK, with advertising and direct marketing to

Australian university students. Advertising campaigns will also run in

Australia, New Zealand and South Africa.

Competitors Thegumtree.com and TNT are already operating in this

arena.

THE YEAR AHEAD - Excellent prospects

The prospects are good as it is a sound idea with a loyal but niche

market, and there is no shortage of Australians coming to London and

plenty settling here. Its success depends on the funding potential.

This article was first published on Campaign