James Boag and Tourism Tasmania champion a return to rugged in new work via Infinity Squared

Premium Tasmanian beer James Boag via Infinity Squared, has launched its latest brand campaign in partnership with Tourism Tasmania and collaborating partners L​and Rover,​ C​anon​ and M​J Bale​ to communicate its brand positioning of “Harnessing Rugged Tasmania for people to savour”.

The premium beer brand, refined from the purity of the rugged Tasmanian elements, is championing its Tasmanian roots, through a series of initiatives to inspire adventure and discovery of Australia’s most southerly state.

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Says Malcolm Eadie, marketing manager, James Boag: “We know our target consumer lives a fast paced urban lifestyle but the idea of returning to rugged captures the true essence of James Boag in savouring the purity of the Tasmanian elements.”

To launch the activity, James Boag sent city­-based, influential photographers on a expedition to Tasmania to document, ​t​hrough their lens and channels,​ t​heir own experiences of the Tasmanian wilderness. One photographer’s journey, Perth based Jarred Seng, has been documented in a cinematic film entitled R​eturn To Rugged.​ The film will be promoted via James Boag and the partners’ social and digital channels as well as featuring in Qantas Lounges.

Says Eadie: “P​artnering with Tourism Tasmania, Influencers and local Tasmanian operators seemed like the obvious route as we both share a passion for harnessing for the rugged elements of Tasmania to create refined experiences, for people to savour.”

The expedition took in some of Tasmania’s most iconic wilderness experiences; from scaling Cradle Mountain, fly fishing with Riverfly 1864 in the Western Lakes, shucking oysters at Barilla Bay and soaring above the Tassie wilderness with Par Avion.

Tourism Tasmania CEO John Fitzgerald said their partnership with Tasmanian premium beer icon James Boag on this brand project was a natural one.

Says Fitzgerald: “Going behind the scenery to uncover the real character and rugged beauty of Tasmania is what our tourism brand is very much about, and this has been captured brilliantly in James Boag’s latest brand campaign.”

Other photographers, including Jason Charles Hill, Ben Leo Davis, Gabe Hutcheon, David Sark, Benjamin Lee and Vinh Pham, have documented their experience via their social channels and campaign hashtag #ReturnToRugged.

Says Tom Phillips, managing partner, Infinity Squared: “We needed to create something unique and authentic. The simple premise behind our approach, was that actions speak louder than words ­ collaboration and partnerships being fundamental to this.”

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A broader selection of photographs from the expedition will be shared via the brand’s social and digital channels over the coming months.

The activity is supported by a series of bespoke rugged-­lux wilderness travel itineraries, created in partnership with Tourism Tasmania, so that James Boag drinkers can plan and book their own rugged adventures.

James Boag has been brewing out of Launceston with the finest of ingredients since 1881, staying true to the original vision, to craft Australia’s most revered beverage. Inspired by the land it is from, James Boag harnesses rugged Tasmania for people to savour.

The Campaign was developed and produced by Infinity Squared.

Client: Lion ­ James Boag (Amy Dreverman & Caroline Wood)

Production Assistant: Amy Jarman