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MONA invites tourists to experience the dark side of Tasmania

MONA theater of the worldHobart’s Museum of Old and New Art and Tasmania’s tourism industry have come together to promote winter breaks on the island.

The campaign is intended to showcase a range of short breaks to coincide with MONA’s latest exhibition, Theatre of the World.

The campaign has been developed collaboratively between MONA, 30 independent travel operators, regional marketing groups, Virgin Australia and Tourism Tasmania.

The work was created by MONA’s in-house marketing team and is the first tourism marketing initiative from the institute.

The creative uses dark and moody imagery, mingling images from MONA’s collection with images of the state to position the whole of Tasmania as the Theatre of the World.

Brooke Copping, MONA marketing manager said in a release: “We knew we could get people to come to MONA; in fact some interstate visitors are coming just for the day. But we want people to stay a bit longer as this benefits us and the whole state of Tasmania. So we are doing the opposite to what everyone else has ever done to promote a tourism destination. The campaign artwork uses dark, brooding shots of the wintry landscape, Port Arthur and outdoor experiences. Because we believe the dark side of life can be beautiful – and you need the dark to appreciate the light.”

MONA approached a number of Tasmanian tourism operators with a prospectus “Get Into Bed With MONA” and by pooling budgets, raised $200,000 for the campaign. There are three packages being promoted. MONA 5 night

The ads are running on The Age, Sydney Morning Herald, Good Weekend and online at  The Vine, SBS Film, SBS Food, Dumbofeather, Habitus Living, Lost at E Minor, Desktop Magazine, Broadsheet and The Thousands. MONA print creative 2MONA print creative

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