Tourism Tasmania signs content partnership with Guardian Australia
Tourism Tasmania has begun a content partnership with news publisher Guardian Australia, via its media agency Starcom Australia, inviting Aussies to experience the diverse wilderness and distinct culture the state has to offer.
The digitally-led partnership, ‘Tales from the Island’, is another phase in Tourism Tasmania’s ‘Come Down For Air’ campaign, and will encompass a series of original feature articles, audio and visual guides, social videos, and an immersive content hub on the Guardian Labs.
“What makes Tasmania so special is not just our unique experiences and incredible produce, but the people and communities behind them,” said Sarah Clark, CEO of Tourism Tasmania.
“It’s been great to partner with Guardian Australia to help tell some of these stories, from the makers behind our world-class whisky to the science behind our love of cold ocean plunging. We hope these stories inspire Australians to become ‘winter people’ and come and experience Tasmania in the cooler months.”
Starcom Australia’s business director, Mina Savjak, added: “Partnering with a publisher such as Guardian Australia, which not only has its finger on the pulse of the cultural conversation but also aligns to Tourism Tasmania’s values as a brand and tourism organisation, was key to our digital content strategy this year.
“We are proud to have brought together these two strong cultural brands to create engaging and quality content for our audience and consumers.”
Guardian Australia – the first major news publisher to become a certified B-Corp – was chosen as its focus on sustainability and making a positive impact aligned with Tourism Tasmania’s goals.
The ‘Tales from the Island’ series will hero Tasmania as a progressive and vibrant cultural hub, highlighting its food and drink offerings, wilderness adventures, arts and festival scenes, and more.
The content partnership will be supported by amplification across the Guardian Labs’ social media channels.
“I’m extremely proud of the calibre of creative output from my team at Guardian Labs, and the ‘Tales from the Island’ series exemplifies what we do so well – genuinely interesting and insightful editorial with the premium quality our audience has come to expect,” said Justine O’Donnell, content and strategy director at Guardian Australia.
“This content partnership allowed us to surface original tales from the island state, with authentic local voices, timely stories and unique Tasmanian experiences packaged in visually impactful and engaging formats.
“It’s perfectly crafted to pique the interest of our culturally savvy audience, ensuring deep engagement with the content and salience for Tourism Tasmania.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Guardian
Guardian Australia
Justine O'Donnell
Mina Savjak
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Sarah Clark
Starcom
Starcom Australia
Tourism Tas
Tourism Tasmania
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