Tourism Tasmania encourages travellers to ‘Feed Your Curious’

Tourism Tasmania has launched an extension of its ‘Go Behind the Scenery’ campaign encouraging Australians to ‘Feed Your Curious’ in its latest ad.

Created by Jim Jam Ideas, who launched Tourism Tasmania’s ‘Go Behind the Scenery’ brand platform in 2012, the 60-second ad shows a woman following a floating piece of paper as she has mystic experiences in Tasmania.

Andrew Crocker, co-creative director at Jim Jam Ideas, said in a statement: “Over the past six years we’ve been able to get to the heart and soul of Tasmania.

“We started with a bang and have kept going, delivering work that’s won effectiveness, creative and craft awards. Tasmania is a unique and wonderful place full of amazing characters, charm and stories. Feed your curious continues to position Tasmania as a special place that can’t be compared to anywhere else.”

The campaign is set to run across TV, print, out-of-home, online and in cinemas.

Emma Terry, CMO at Tourism Tasmania, said the Feed Your Curious campaign invites travellers on a journey throughout Tasmania and represents the hidden beauty within the state.

“It is Tourism Tasmania’s longest campaign and has a strong media strategy that combines high reaching channels with unique partnership activity to reach and engage new audiences. We are excited to launch the campaign, spark curiosity and welcome more visitors to Tasmania in the coming months.”


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