Targeting audiences in Melbourne and Sydney, Tourism Tasmania worked with Sydney-based creative agency JimJam on the campaign, which is set to run from 24 March to 31 May and will be supported by TVC, cinema, print, digital and outdoor.
In addition, a campaign microsite will launch this Sunday, feature entertaining videos for each region of the state, a multimedia magazine, more than 30 touring itineraries and social media, including Instagram, Twitter, Facebook and Pinterest.
The 60-second TV spot (above) showcases the state’s raw wilderness, world-class food and wine, and inspired cultural offerings with magical, quirky and untapped elements. It will screen this Sunday in a multi-screen “roadblock” on all major free-to-air stations, as well as in cinemas in Melbourne and Sydney and on the Tourism Tasmania consumer website.
Another 30-second ad will appear online on the homepages of the Sydney Morning Herald and The Age soon.
“Part provocative, part comedic, this campaign—the first based on the new tourism brand—is a big step away from traditional state tourism marketing,” said John Fitzgerald, CEO of Tourism Tasmania. “It will set a new benchmark in domestic marketing.”
This US$1.77 million campaign, which has a negotiated market value of $3.4 million, is the genesis of a five-year integrated marketing campaign for the state.
Creative directors Andrew Crocker and Charlie Cook
Account director Kate Somerford
Strategic planner Tony Gordon
Agency producer John Ruggiero
Designers Jeffrey Oley, Patrick Andersson and Fredrik Liva
Director Josh Frizell
Producer Annie Schutt
Production company 8 Com
Post production Resolution
Digital Binary Studios
Social We are Social
Media Strategy & Planning Vizeum
Tourism Tasmania marketing director Kathryn McCann
Tourism Tasmania marketing manager Megan Thompson
Tourism Tasmania advertising manager Rhonda Martin