Tourism Tasmania puts locals at forefront in latest Go Behind the Scenery campaign
Tourism Tasmania will use the stories’ of local people as the central pillar of a new marketing push which kicks off this week.
The state’s latest extension of its Go Behind the Scenery campaign, created by JimJam, features a series of 90 second films where locals tell stories of Tasmania.
Variations of the films will be pushed out through owned, earned and paid channels with tourism officials also turning to influencers to “amplify the campaign”. The agency described it as its biggest digital campaign.
Tourism Tasmania executive director of marketing, Guy Taylor, said the central theme of story-telling emerged from research which revealed “engagement with locals” was a significant part of the holiday experience.
“This was also evident in the increasing level of engagement people were having with video clips on our Go Behind Our Scenery website that involved local Tasmanians,” he said. “So for this campaign we decided to put more effort into presenting Tasmania through the eyes of some passionate local identities who work to make our visitor experiences so distinctive and rewarding.”
The films, eight of which have been produced, are played in rotation on a microsite in addition to being distributed through a variety of other channels.
JimJam managing partner, John Speers, said pressure has switched from producing a mass of content to material which resonates.
“Audiences tire of poor content very quickly,” he said. “The world has moved from quantity to quality of content and JimJam continues to pioneer new ways to keep our audiences engaged.
“This means we have to raise the bar on each and every campaign and it’s great to see record levels of visitation and spend in Tasmania each year.”
Nice.
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Every clown in this industry babbles on about storytelling, but here it is. Lovely.
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Saw this on the screens at Parliament station – nice work
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