Tourism Tasmania’s spring marketing campaign launches via Whybin\TBWA\Tequila, Melbourne
Tourism Tasmania’s spring marketing campaign 2011 will run from 21 August to end of November as a supplement to Tourism Tasmania’s year-round marketing activity.
The campaign, created by Whybin\TBWA\Tequila, Melboure with planning by Naked Communications Melbourne, aims to attract more visitors to Tasmania by featuring experiences that are known to entice people to the state – wilderness, heritage and culture, adventure and quality produce.
The campaign makes use of a combination of print and TV advertising, editorial, special features, cinema advertising and online TV and video.
The cinema ad will screen in locations along Australia’s eastern seaboard – Sydney, Melbourne, Brisbane, South East Queensland, Canberra, Regional Victoria; the press and TV advertising extends across Australia while the online advertising and promotions have a global reach.
Tourism Tasmania has invested around $1.7 million on media for the campaign.
Co-operative activity with distribution partner campaigns has added a further $743,000 in value.
The media spend allocation is:
42% – print advertising and editorial in relevant magazines and newspaper features
23% – online advertising
22% – cinema advertising
13% – TV advertising, being on advertising on SBS around the new Gourmet Farmer series.
3 Comments
It’s amazing how a little tiny Island at the bottom of Australia has a better AD campaign than most of the MAINLAND states.. (except Melbourne& VIC)
Beautiful cinematography Brendan. 🙂
Melbourne is the only city/state that has produced consistently good (and sometimes brilliant) campaigns.
These are beautifully shot cliches – which I suppose makes them better than most which are just cliches.
this is the same idea as the yarra valley run rabbit run tvc, but i agree it’s beautifully shot. it should work amongst the target audience.