JimJam break records for Tourism Tasmania

JimJam break records for Tourism Tasmania
By Hannah Edensor


JimJam’s mould breaking campaign Go Behind the Scenery has seen a record number of holiday visitors going to Tasmania.

Holiday numbers to the destination have jumped by 18% in 2013, and a further 20% in 2014, according to the Tasmanian Visitor Survey.

Tourism Tasmania’s executive director of marketing, Guy Taylor, said the company has been developing a unique tone of voice for a few years now.

“The JimJam team have built the strategy and creative in a bold, offbeat and original way which has clearly resonated with our audience,” Taylor said.

“As a team we continue to develop our positioning to differentiate us from other holiday destinations, and as a department we continue to take and manage brave decisions.”

For the 2015 campaign, managing partner of JimJam, John Speers, said they wanted to instil confidence in travellers to book Tasmania.

“We want to show the personally enriching discoveries of Tasmania so people feel confident they know what to do and see there, and give them a trigger to book now.”

“It’s a holistic campaign led by a powerful idea in Go Behind The Scenery but we’ve gone deeper this year by introducing a new visual campaign vehicle presenting the depth of experience in a simple way, brought alive online and guided personally by Tasmanian locals through engaging content and social media.”

The new integrated campaign, which launches today, combines print, outdoor and digital with a new microsite where the campaign literally comes alive with locals guiding you through unique Tasmania discoveries.

These fun explorations included seafood seduction tours, walks and eco-lodges amongst pristine wilderness, journeying through deep temperate rainforests to enjoying wineries and witnessing world-renown artisan craft.

“We’ve inspired our audience that there’s so much more to see than the scenery in Tasmania and have produced results in reach, visitation and engagement never before seen by Tasmania. It’s just a privilege to be part of Team Tasmania.” JimJam’s joint creative director Andrew Crocker added.

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