Tourism Tasmania has a new multi-million-dollar branding campaign urging people to “Go Behind the Scenery” in the island state.
The campaign was revealed to huge support this week with MONA as the centrepiece. Television ads show Tassie with an old-style circus feel featuring cameos from famous locals including Tino Carnevale, Rob Pennicott, Sally Wise, Bill Lark, John X and David Foster.
Tourism Tasmania marketing director Kath McCann said the holiday experience is about digging a little deeper below the surface to find the real experience of Tasmania.
Expect to see more from the campaign starting next week until 31 May with an online push and social media component about to be launched, a step away from traditional tourism marketing. Social media bloggers and photo journalists have been commissioned to develop new content. Online comedy videos will also be distributed on the campaign’s microsite.
Sydney and Melbourne can also expect “lift wraps” where outer doors of elevators will be decorated. Inside, the space will feel more like Tasmania’s real tourism hotspots.
More than 30 itineraries based on regional touring opportunities have been developed in conjunction with the regional tourism organisations.