Tourism Tasmania continues with ‘Go Behind the Scenery’ campaign with new outdoor executions

Screen Shot 2015-02-18 at 3.33.18 PMTourism Tasmania is continuing with its ‘Go Behind the Scenery’ campaign created by JimJam with a new iteration which combines print, outdoor and digital to encourage tourists to visit the island state.

The campaign features a new microsite which sees locals guiding users through Tasmania and its various attractions.

Tourism Tasmania executive director of marketing Guy Taylor said: “We’ve been developing our unique differentiated brand and tone of voice for a couple of 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. 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.”

The original campaign saw holiday numbers grow by 18 per cent in 2013 and by a further 20 per cent in 2014.

JimJam managing partner John Speers said: “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.”

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