Tourism Tasmania launches ‘most extensive’ campaign and ties up with Seven Media Group
Tourism Tasmania is launching a campaign to promote the state as a holiday destination for Australian travellers throughout autumn and winter.
Running for nearly nine months, the tourism body claims it will be its most extensive communications campaign to date.
Created in conjunction with Whybin\TBWA\Tequila, the campaign will consist of a new social media strategy, a lifestyle TV series and a newly branded “Lumina – A Winter fo Festivals” cultural event.
In a tie-up with Seven Media Group, Tourism Tasmania is tomorrow launching a 10-part half hour weekly lifestyle/travel series called Discover Tasmania on Channel Seven and its digital channel 7Two.
It follows the tourism body’s initial release of a tender document in April to create a TV series as part of the Tasmania Brand Project.
But Michael Aird, the state’s minister for economic development, abruptly pulled the $500,000 tender saying it had not been signed off.
Meanwhile, the new Lumina event will bring together the state’s cultural and festival activities under one umbrella. They include over 8o events, performances, exhibitions and activities spanning across arts and culture, heritage, sport, and food and wine.
A marketing push around Lumina is being aimed at the affluent market aged 45-60s and a selective group of 25-34 year olds.
The tourism body’s website will allow consumer interaction on microsites and it will also have a presence on Facebook and Twitter.
Jan Ross, Tourism Tasmania marketing director, said: “Following on from our new brand position that Tasmania is ‘A World Apart, not a World Away’, they (Whybin\TBWA\Tequila) have created a campaign that communicates to our target audiences that winter in Tasmania is alive and vibrant and is ‘the place’ to take a winter break, indulge a passion and explore a world class destination.”
The agency was appointed to the account in June last year.
Credits:
- Client: Tourism Tasmania
- Agency: Whybin\TBWA\Tequila
- Creative Director: Scott Whybin (Whybin\TBWA), Russ Tucker (Tequila)
- Creative Team: Justine Gallacher and Rob Hibbert (Whybin\TBWA),
- Craig Brooks (Tequila), Kim Janson, James DeAngelis, Veasna Pach, Danny McGillick
- Agency Producer: Tony Hall (Whybin\TBWA), Pete Gately and Mish Fabok (Tequila)
- Account Service: Kate Silver, Stephanie Malkin, Josh Lee and Alicia Graham
- Planner: Jacqueline Wang
- Media Buying: Bellamy Hayden (Planning) Mitchells (Buying)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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“….Tasmania is alive and vibrant and is ‘the place’ to take a winter break, indulge a passion and explore a world class destination.”
Seriously?? Cracking their ‘problem’ was such a huge opportunity and this is what they end up with? Putting aside the fact that I have no idea what ‘a world apart’ is, I am so disappointed that they’ve resorted to standard tourism drivel. Indulge a passion??? They’ve got some powerful truths which they were clearly too scared to leverage.
Also, the front page of that website is appalling. The state is stunning. Show people.
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here’s hoping that they don’t try and advertise it in Tasmania again. All the people in those age groups i know either international travel, or are preparing for a great Aussie camper tour.
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Angus, the actual campaign website is here: http://lumina.discovertasmania.com/
The campaign focusses more on stuff to do rather than stunning landscapes of Tasmania.
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