Tourism Tasmania builds on ‘go behind the scenery’ campaign for Autumn via Jim Jam

Jim Jam’s new Tourism Tasmania campaign is continuing to build on its huge success with the new 2014 autumn campaign which takes findings from the previous two campaigns and pushes it to a new level.

The refreshed campaign continues to encourage Australians to visit the state and ‘go behind the scenery’. It aims to grab people’s attention, provides motivation to travel and shows people how easy it is to plan and book a Tasmanian holiday, and encourages them to book it now, and give them the confidence to do so.

While still carrying the brand message and creative expression of the previous campaigns, there are some dramatic changes to design and images.

The creation of 20 online content videos, directly linking to the destinations and characters from the print and outdoor, is also a fresh approach.

Says Charlie Cook, ECD: “We got one pretty clear directive from the client after the previous campaigns – Yes it’s working it’s socks off, now push it further, make it braver. Feedback doesn’t get better than that.”

The campaign includes television, print, digital, outdoor and online content. Central to the campaign was the microsite that was used for the past two Go Behind the Scenery promotions. During the last spring campaign, the microsite attracted almost 240,000 unique users, seeking more information about holidaying in Tasmania.

The combination of the creative content and media strategy has increased the level of consumer engagement with almost every person who visited the microsite taking the next step in understanding Tasmania whether it be viewing an itinerary, a content piece or seeking more information on special offers and deals.

With over 25 000 views of the video content and 71 000 views of the travel itinerary’s the engagement with the destination continues to increase.

Tasmania is currently riding a wave of success with visitor numbers up by 14% and growth in all key markets. While this cannot be singularly attributed to marketing we have been thrilled with the role we have played in contributing to tourism growth in the state.

JimJam Ideas:

Campaign Coordinator: Rhonda Martin