Tourism Tasmania goes ‘behind the scenery’ in new campaign via Sydney-based agency JimJam

Tourism Tasmania will extend an invitation to go behind the scenery in its new campaign, set to launch this Sunday 24th March via Sydney-based creative agency, JimJam.

The campaign uses contemporary concepts and imaginative delivery to demonstrate that it is what lies behind the scenery in Tasmania that makes it a unique and intriguing destination. The $1.7 million campaign, which has a negotiated market value of $3.3 million, will target audiences in both Melbourne and Sydney and act as the genesis of a five-year integrated marketing campaign for the state.

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Says John Fitzgerald, Tourism Tasmania chief executive officer: “Significant work was undertaken by Tourism Tasmania and our industry colleagues over the past 12 months to develop a new tourism brand for Tasmania which will define and drive our marketing of the state as a destination for the next three to five years.”

Tasmania – Go Behind the Scenery is the result of a four-stage process that has been underpinned by consumer research and industry engagement, participation and consultation. In a departure from previous marketing campaigns, Tasmania – Go Behind the Scenery pays tribute to the state’s iconic destinations. The campaign draws on the rationale that the state’s raw wilderness, world class food and wine, and inspired cultural offerings are just the tip of the iceberg; and that digging deeper to discover what sits beneath the surface is what forms the real experiences of Tasmania.

Says Fitzgerald: “Part provocative, part comedic, this campaign – the first based on the new tourism brand – is a big step away from traditional state tourism marketing. It will set a new benchmark in domestic marketing – it’s a great fit for Tasmania and I am confident it will encourage even more Australians to visit Tasmania and discover what’s on offer behind the scenery.”

The centrepiece of the campaign is TVC which screens for the first time this Sunday in a multi-screen “roadblock” on all major free-to-air stations. In addition to the free to air schedule, the 30 second ad will appear online on the homepages of both Sydney Morning Herald and The Age and a 60 second version will feature in cinemas in both Melbourne and Sydney and on Tourism Tasmania consumer website discovertasmania.com.

Says Stephen Giderson, JimJam’s managing director: “Getting to know Tasmania has been an amazing experience for our whole team. What we’ve learnt is that Tassie has so much more on offer than just its iconic landscapes. It’s a rich and diverse experience unlike anywhere else on the planet. We feel the campaign captures that beautifully and we are delighted with the result.”

Supporting the television and cinema advertising is a comprehensive print campaign to appear in Fairfax and News Limited newspapers in both Melbourne and Sydney across a three month period from March through until the end of May. Online media will include Fairfax website takeovers and a ‘rub and reveal’ interactive placement on Fairfax iPad apps.

In addition, public installations will put the spotlight on Tasmania; the outer doors of lifts in high traffic buildings in Sydney and Melbourne will carry an image of an iconic Tasmanian scene, and inside will be fully covered in imagery to give the impression of stepping behind the scenery. Surprising “peep holes” will be strategically placed in city locations all urging Sydneysiders and Melburnians to dig deeper on their next visit to Tasmania.

A fully integrated campaign website will launch on discovertasmania.com this Sunday 24th March and feature entertaining videos for each region of the state, a multimedia magazine and over 30 touring itineraries to take visitors off the beaten track. Complete social media treatment will include activity on Instagram, Twitter, Facebook and Pinterest, as well as a program of social media bloggers and photo journalists who have been commissioned to develop new content for the campaign.

Creative Agency: Jim Jam Ideas, Sydney

Soundtrack: Nylon Studios