Spirit of Tasmania unveils ‘Be a Spirited Traveller’ brand campaign via Leo Burnett, Melbourne
Spirit of Tasmania has launched a new brand campaign via Leo Burnett Melbourne, which embraces the motivation and mindset of the ‘spirited traveller’.
These ‘spirited travellers’ choose a different kind of journey when planning their holiday to Tasmania. They would rather take their own car, take more time, have a memorable on-board experience and embark on their own exciting adventure when they arrive at their destination.
The new-look brand campaign is Spirit of Tasmania’s first creative campaign in partnership with newly appointed agency; Leo Burnett, Melbourne.
Spirit of Tasmania chief executive officer Bernard Dwyer said ‘Be a spirited traveller’ captured the adventurous side of travellers who liked to travel their ‘own’ way.
Says Dwyer: “This new campaign is all about enhancing the experiences, sights and memories that our passengers, our ‘spirited travellers’, have when travelling with Spirit of Tasmania.
“Our passengers care as much about the journey as the destination, absorbing every experience that comes their way.
“The spirited traveller is a broad term, yet it encompasses our passengers who have a more adventurous mindset, in particular our growth target markets of families and couples.
“It was important for this brand refresh to build upon the success surrounding the launch of the newly refurbished Spirit of Tasmania vessels and we are pleased with the creative delivered by Leo Burnett.
“We have projected strong passenger growth, and believe the many interpretations ‘Be a spirited traveller’ can deliver will further enhance our marketing strategy and drive passenger sales in 2017 and beyond.”
Says Patrick Rowe, general manager, Leo Burnett, Melbourne: “Getting to your destination can be just as memorable as the place itself, and there’s nothing more unique than travelling on Spirit of Tasmania. The new campaign will encourage the adventurous-at-heart to come aboard and create unforgettable moments at sea, and in Tasmania.”
The ‘Be a spirited traveller’ campaign is on TV, online and outdoor.
Client: Spirit of Tasmania
Agency: Leo Burnett Melbourne
Production: Prodigious
12 Comments
Hi I dont want to be rude but this plays right into the biggest weakness of Spirit of Tasmania – that it’s a scary and rough ride. ‘Be a spirited traveller’ communicates this will be rough and you’ll be throwing up everywhere.
Just out of interest.. Was the brief to the VO guy “Hey that last take was good, but this time can you make everything a little sexier?”
That is the dumbest comment I’ve ever read on Campaign Brief.
There’s nothing in this ad that could possibly communicate it will be a rough ride.
What a stupid thing to suggest.
And no, I don’t work at Leo’s, the client, etc.
M&C Saatchi Melbourne circa 2004…”One of Australia’s Great Journeys” fronted by Coxy…set out to appeal to the same mindset. The only thing that changes with SoT is the price point in the retail ads.
I wish it was like that!
Yeah I can really see that “Be a spirited traveller” is nearly identical to “One of Australia’s Great Journeys”… erm… this ad is average but the comments are truly shit…
Saw the giant billboard today in Melbourne.
What complete fluff.
It says absolutely nothing.
CREATIVE 1:’The boat is called the Spirit of Tasmania, so – hey – I’ve got it! Be a Spirited Traveller! Geddit?
CREATIVE 2: Cracked it! Brilliant!’
The client must be really, really dumb to buy this.
This is what the great unwashed think advertising is, and how it’s devised.
No strategy, no proposition, no insight, just link the name of the product in a slogan.
Brilliant.
Job done.
Hi you two Leo’s staffers. I was just responding to the outdoor advertising. I don’t have a tv and haven’t seen the link to the TVc so I was just responding as a consumer really. How dumb of me.
Leo Burnett. Purveyors of mediocrity plus one or two award-winning charity clients.
Although if you believe the B&T Awards, they’re Melbourne’s best agency. Laughable.
“Getting to your destination can be as memorable as the place itself”….WTF? Have you ever been on the Spirit of Tasmania and then actually gotten off it and travelled around Tasmania? This is the most stupid statement ever. As someone who has recently travelled on the Spirit, the experience was average at best. It’s a ferry, not a cruise ship. People were onboard simply to get to the destination, not to enjoy the journey. Arriving and travelling around Tasmania was the real goal and the island didn’t disappoint. In fact, it will stay in my memory for a very long time. The journey on the Spirit however, I’ve already gladly forgotten. Why make an ad about the boring part of your holiday, when the best bit is what you get up to when you arrive?
@Phil
Unfortunately you’ve put your finger on the achilles heel of the advertising industry.
Almost everything we do is a shameless exaggeration or outright lie.
We have to puff up the mundane.
That’s why it’s so important to inject self-deprecating humour into your work. It takes a special combination of skill, determination and talent to do that.
And a good client.
Welcome to advertising.
@ Old CD Guy,
I need no welcome to advertising Old CD Guy. In fact with nearly 30 years in the industry both in Australia and the UK, I’ve probably more experience and awards than you. And like you, I too have been a CD.
I stand by what I said. Why exaggerate the mundane of a ferry ride when the destination needs no exaggeration at all and is far more of a carrot to get people to take the ferry in the first place. Only the client would ask to focus on the ship and ignore the fact that people are taking it only because they want to be able to take their cars to explore Tasmania. And Tasmania is where the magic should lie in enticing people aboard a pretty average ferry. Anyone who has been on the Spirit will tell you it’s a means to an end. No one goes home telling stories about how amazing the journey from Melbourne to Devonport was. To believe they ever will is just foolhardy.