Running from the start of June to 31 July, the campaign, created by local Hobart company Red Jelly, asks Tasmanians, "Do you know someone that needs saving from their 'mainlanderness'?"
In the first of a new wave of marketing initiatives from the tourism organisation, locals are encouraged to save friends and family from the chronic side-effects of their 'mainlanderness'. With the help of an online quiz, Tasmanians can put friends in one of five classifications, including the tragic hipster, the burnt-out corporate, the culture vulture, the try-hard extremist or the fanatical foodie.
Each classification has been paired with a variety of Tasmanian itineraries and experiences, matching the interests of each type of person. Mainlanders can also take matters into their own hands and complete the quiz for themselves.
The intiative has attracted more than 60 industry partners, including Virgin Australia, offering a range of prizes like gourmet dining, luxury accommodation, wilderness adventures and winery tours. Participating locals stand the chance to win daily prizes by sharing 'Save a mainlander' holiday suggestions via email, Facebook and Twitter.
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