Tasmania revamps marketing approach with new TVC

Tasmania revamps marketing approach with new TVC
By admin


Tourism Tasmania has unveiled a $1.7 million campaign, which it claims marks the start of a "new direction" for the state's tourism marketing.

Tasmania – Go Behind the Scenery is the result of a partnership with Sydney creative agency JimJam and uses "contemporary concepts" and "imaginative delivery" to target audiences in both Sydney and Melbourne, with accompanying print and online elements.

Chief executive John Fitzgerald described the new campaign, which has a market value of $3.3 million, as the "genesis" of a five-year integrated marketing campaign for the island state.

"Significant work was undertaken by Tourism Tasmania and our industry colleagues over the past 12 months to develop a new tourism brand for Tasmania which will define and drive our marketing of the state as a destination for the next three to five years," he said.

The new campaign urges visitors to look beyond the state's icons to "discover what sits beneath the surface".

"Part provocative, part comedic, this campaign – the first based on the new tourism brand – is a big step away from traditional state tourism marketing," Fitzgerald said. "It will set a new benchmark in domestic marketing."

The television commercial will be aired for the first time on Sunday on all major free-to-air stations. But you can watch it below. What do you think?

http://www.youtube.com/watch?v=eziM99bFSj0

Latest News

  • Aviation

Rex-owned National Jet Express (NJE) adds weekly charter between Brisbane and Orange

National Jet Express (NJE), a Rex Group member, today announced the commencement of weekly charter services between Brisbane and Orange in NSW for mining and civil contractor These services represent NJE’s eighth destination on the East Coast since commencing services from Brisbane in July 2023, and its first port in NSW. “We are delighted to […]

  • Aviation

Bonza hires restructuring advisory amid turbulence at Miami-based owner 777 Partners

The financiers of low-cost regional airline Bonza have hired restructuring advisory KordaMentha to give them advice on the operations of the airline. Bonza, which launched in January last year, is a budget airline based on the Gold Coast. They fly to regional areas such as Cairns but do not fly to Sydney or Brisbane (they […]

  • Events
  • Tour Operators

Best friends or frenemies? What is the REAL relationship between sales and marketing?

It’s the age-old business conundrum and a conundrum that becomes all the more important when budgets are squeezed.  Which is more important, sales or marketing? The answer depends on who you ask, Journey Beyond’s Justine Lally and Alicia Triggs say. (Lead Image: Justine Lally  and Alicia Triggs ) Journey Beyond is an experiential tourism group […]