Tourism Tasmania campaign mocks pretentiousness of mainland Aussies

Tourism Tasmania has launched a campaign that pokes fun at the pretentiousness of mainland Australians.

The campaign picks on caricatures such as ‘the tragic hipster’, ‘the burnt-out corporate’, ‘the culture vulture’, ‘the try-hard extremist’ and ‘the fanatical foodie’ and urges Aussies to be brought back down to earth with a break in Tassie.

A digital element invites would-be visitors to take a quiz to win prizes by sharing Save a Mainlander holiday suggestions via email, Facebook and twitter.

Hobart agency Red Jelly was behind the campaign.


  1. Eh
    1 Jun 12
    1:14 pm

  2. Tonally it feels wrong. Would calling me a burnt out corporate or wanker hipster make me want to go to Tassie? Feels like it ostracizes the state even more.

  3. Yazzle B
    1 Jun 12
    1:33 pm

  4. Totally love it – think they could have gone even a bit harder for the hipster jugular!

  5. The Accountant
    1 Jun 12
    1:48 pm

  6. Mock the people you are trying to seduce? Not a good move.

  7. beckstuff
    1 Jun 12
    1:54 pm

  8. I think it’s worth a chuckle – I’m definitely a burnt-out mainland wanker who needs saving.

  9. Blerto
    1 Jun 12
    2:15 pm

  10. If can’t have a laugh at that…then you wouldn’t get Tas anyway…

  11. Robert Stock
    1 Jun 12
    2:18 pm

  12. It’s great. Some people take themselves too seriously – others might really enjoy a Tasmanian short break.

  13. LAL
    1 Jun 12
    2:18 pm

  14. I think it’s great. We stir up Tasmanian’s so I think it’s perfectly reasonable and funny! Where has Aussie humor gone? Tassie rocks! I hope the campaign is a success.

  15. Shabbadu
    1 Jun 12
    2:32 pm

  16. Isn’t this a local campaign? If it’s asking locals to save a mainlander, I doubt anyone on the mainland (apart from tragics like us on advertising blogs) would ever see it. It’s certainly a different way of doing tourism. Like the V-Line Guilt trips work from McCann, it’s charming and surprising enough to work I reckon.

  17. Lauren
    1 Jun 12
    2:34 pm

  18. As a Tasmanian I love it. If I was a mainlander with a superior attitude, I’d hate it. Stay on the big Island and stay miserable then…

  19. Circling Sharks
    1 Jun 12
    2:42 pm

  20. It’s actually quite clever if you think about it. I don’t see it as them poking fun at ‘mainlanders,’ rather, they are pointing out the various hang-ups with have in ‘mainland’ society and offering to give us a way to relax and get away from all of those issues.

    Very nicely executed.

  21. Cheese
    1 Jun 12
    2:44 pm

  22. I hope this isn’t running on ‘the mainland’ – It’s f*%king stupid on every level. Barely does the job of highlighting the reasons to visit. Massive Fail.

  23. Brett
    1 Jun 12
    2:47 pm

  24. The ad is clearly aimed at Tasmanian’s but I’m not sure what it all achieves. It’s quite funny really but I think Tasmanian’s talking about art in a shower of wood chips might not be the best look for either the State or the Mainlanders.

  25. Goodone
    1 Jun 12
    2:57 pm

  26. Hmmmm……I didn’t want to like it but I kind of did.

  27. ej
    1 Jun 12
    3:06 pm

  28. Seems a little too much like the Kiwi Sceptic campaign that Air NZ recently ran:
    At least that campaign showed us real-ish people who represented the stereotypes & then how their attitudes changed towards NZ once they went there.
    Tassie is an amazing place (which you don’t understand until you have experienced it yourself) & I just feel this focuses more on what’s wrong with us, rather than what is right with Tassie.

  29. Damian Damjanovski
    1 Jun 12
    3:06 pm

  30. Great video. And the website is very well designed and simple. Nicely done.

  31. Matty
    1 Jun 12
    3:17 pm

  32. I’m a mainlander and I think it’s great. Makes me feel like I’m an outsider and that I’m missing out on something. We’ve been well-schooled for years that Tassie is beautiful/pure etc etc so this stands out well as a tactical answer to a business problem. It’s not a massive branding campaign. Calm down people.

  33. Alice
    1 Jun 12
    3:24 pm

  34. As an art theory honours student with a 98% black wardrobe (2% grey) with vintage cardigans, I think this is hilarious. It totally pokes fun at me and my friends. It’s good to be able to laugh at yourself. Life isn’t really that serious when you think about it. It’s true, some mainlanders probably should take themselves less seriously and go for a hike in the beautiful tassie wilderness. I know I would do well with a dose of ‘getting real!’

  35. Mark
    1 Jun 12
    3:27 pm

  36. When I read the description I thought HELL NO.

    But the ‘save a mainlander’ idea seems sound. As a mainlander i can deflect the caricature to others, use it to poke fun at some friends. There’s a personality i like.

    It won’t hit the broadest demo, but this is a definitie improvement on the usual tourism campaigns which just continues to re-state what stuff they have.

  37. mia more
    1 Jun 12
    3:39 pm

  38. Very cute. Very likable. Gives Tassie a different personality to the other tourism ads. I don’t think it’ll be a problem with mainlanders; I don’t think it’s targeting those people identified in the ad; but more the average mainlander who will reappraise tasmania as a destination.

  39. Groucho
    1 Jun 12
    4:00 pm

  40. Sets Tasmania apart from the other states, shows its quirky side, and most importantly stops the really dumb people (like those who don’t get it here) from cluttering up the place and complaining. A winner all round.

  41. I want to win
    1 Jun 12
    5:32 pm

  42. If the promotion is to win a holiday to Tasmania, I’m certainly not going to a book a flight and then wait to see if I’ve won another (?) flight and holiday package. Doesn’t make sense. Do you get reimbursed for the flight you booked? Shame, as its quite a good promotional entry mechanic… just slightly confusing when you read the T&C’s.

  43. Sadie
    1 Jun 12
    10:11 pm

  44. As a former Tasmanian and now territorian, I think this is a rockin campaign! Up here, we call ’em the ‘down southers’. What it is showing is people so caught up in their city lifestyles, you forget to relax, you don’t realise how pretentious you really are till you you land in the bush, on the beach, on a mountain, with no one else but yourself, no iPhone, iPad, laptop etc. Yes it’s poking fun at the wankers, but it makes you realise; maybe you’re a bot of a wanker too, maybe you need to let go a little…

  45. Jess
    2 Jun 12
    12:42 am

  46. Yep, DEFINITELY reminded me of the Kiwi skeptic ad first. And then of the parody ads created for The Pitch on The Gruen Transfer.

  47. Tragic hipster
    2 Jun 12
    4:25 pm

  48. @Cheese, Shabbadu is right, it’s a local campaign, intended to encourage Tasmanians to invite their pretentious mainland friends down. What better way to endear yourself to the local market than to take the piss out of pretentious mainlanders (god knows the jibes have been flying the other way for years)? All of those above with their funny bones removed and taking this personally proves it’s probably hit the mark.

  49. Mike
    4 Jun 12
    9:51 am

  50. Fair cop – but perhaps the mainland states should have some fun with Tasmanians, about 80% of whom are on welfare.
    And who – through a quirk of history – effectively get 10 votes per person for the Senate resulting in a grossly, offensively undemocratic over representation in the Parliament.

    As one of the millions who subsidise Tasmanians’ laziness, it’s tempting to say pull your head in, or we mainlanders just might push for constitutional change to bring political and financial reality to the Apple Isle.

  51. A Rat
    4 Jun 12
    10:22 am

  52. *sniff sniff*

    Alice, this campaign really is a wake-up call for you, eh?

  53. Alice
    4 Jun 12
    10:31 am

  54. @ARat Oh it’s hardly a wake up call… It’s an advertisement, it’s light hearted humour and it’s probably not going to change anyone’s lifestyle or be a meaningful transitional ‘wake up call’ (but you never know). I was just suggesting that not all mainlanders are going to be ‘offended’ by the nature of the advertisement, due to its poking fun at them. I certainly wasn’t offended and I would be the target, I thought it was funny. Who doesn’t like funny? Don’t take it so seriously, haha.

  55. Morgan
    4 Jun 12
    10:59 am

  56. Gee Mike, sounds like you could do with a holiday or perhaps a morning poo. Sure your name really isn’t Colin?

  57. I don't mind it
    4 Jun 12
    11:15 am

  58. But…two separate ads/videos would have helped. One for Mainlanders, one for Taswegians, like they do with the quiz on the website.

    And I completely agree with ‘I want to win’: it’s ridiculous asking people to book a trip in order to win one. Taking the quiz whould do.

  59. Tim
    4 Jun 12
    11:46 am

  60. Like it, clever. FYI if you haven’t been across to Tassie it’s worth the trip. Went there last year for a five day break. Stunning. East coast is a winner

  61. Foxeburgh
    4 Jun 12
    12:27 pm

  62. The idea is gold. Best campaign out of Tassie in a very long time. And for Tourism Tasmania. Have clearly used a local agency who understand the market. They’ve managed to capture all of the natural beauty and ‘quality of life’ aspects that makes Tasmania appealing, yet connect with the majority of Tasmanians – people who appreciate the good things in life. Not what mainlanders often box them as – bogans with no culture. Top job.