Tourism Tasmania encourages locals to ‘Save a Mainlander’ in campaign via Red Jelly
Save a Mainlander is a Tourism Tasmania and Red Jelly campaign which will run from 1 June to 31 July, where local Tasmanians encourage ‘mainland’ Australians to visit Tasmania so they can be ‘saved’.
Tasmanians can complete the quiz to determine which category their mainlander friends best fit; The Tragic Hipster’, ‘The Burnt-out Corporate’, ‘The Culture Vulture’, ‘The Try-hard Extremist’ or ‘The Fanatical Foodie’. The five classifications are paired with a variety of Tasmanian itineraries and experiences, matching the interests of each type of person. ‘Mainland’ residents can also complete the online quiz for themselves to see how a Tasmanian experience can be their ‘saviour’ from life on the mainland.
Save a Mainlander also marks the first time Tourism Tasmania has engaged with such a large number of industry partners. Over 60 industry partners including Virgin Australia have come on board, offering a range of prizes for ‘Save a Mainlander’ competition entrants. Gourmet dining, luxury accommodation, wilderness adventures and winery tours are just some of the winning experiences, with locals standing the chance to win daily prizes simply by sharing the ‘Save a Mainlander’ holiday suggestions with their loved ones via email, Facebook and twitter.
Save a Mainlander plays on Australia’s renowned irreverent humour and Tasmania’s local pride to encourage visitation and showcase the state’s hidden gems. ‘Mainlanders’ can expect to be rejuvenated after experiencing Tasmania’s World Heritage buildings, beaches, cutting-edge art, farm-gate markets, craft beers, world class wineries, visionary chefs, winter festivals, secluded accommodation and challenging treks – all with Tasmania’s genuine warmth and lack of pretentiousness.
*mainlander [meyn-lan-der]: Mainlanders as their name suggests, live on Mainland Australia, just to the north of Tasmania. Living on the mainland has its perks but it’s easy to get caught up in the scene, and sometimes Mainlanders just need saving from their ‘Mainlanderness’.
11 Comments
Dunno if offending the target audience is going to get more people to Tassie.
Completely agree with er…no
Seems weird that in order to find a Tassie travel package I might like I first have to pigeon-hole myself into a thin stereotype. Nice.
Wouldn’t it be better to have shown some respect for your audience, asked them real questions about stuff they liked in a hypothetical “would you rather” format, and then delighted them with a reveal like “hey, looks like you’re a bit of a Hipster”? This strategy is arse-about, and the tone is off.
Asking people if they “wear black rims and skinny jeans” is basically like saying “are you a wanker?”
Usually self-deprecation is more endearing than making fun of the person you’re talking to. Just saying.
Sounds like you guys need a trip to tassie…
Oh dear. The hipsters have been offended.
So it’s basically this then:
http://www.airnewzealand.com.au/kiwi-sceptics?utm_source=google&utm_medium=ppc&utm_campaign=feb12kiwisceptics/au
Come on Er…No, Good Luck and Unusual Strategy, get on down to Tas. There’s plenty of stuff here to whinge about and some other things you might actually enjoy!
Dave – Tasmania is basically the same as New Zealand only different, just like these two campaigns are both tourism campaigns, only different. Compare apples with apples Dave, by the way you can do that in Tasmania, all over the place.
We’re just trying to save you guys – don’t get upset. We think you’re great. Come to Tas. Bring your fat wallets.
This is an interesting campaign, someimes it takes an unusual strategy to break the mold. Nice job. Good luck to ’em.
Which was basically this…….
http://www.youtube.com/watch?v=8mmTtqjkerA&feature=youtube_gdata_player
And I’m sure a dozen similar things before.
Which is basically this then
http://www.youtube.com/watch?v=8mmTtqjkerA&feature=youtube_gdata_player
The Air NZ campaign launched two months before the P&O spot.
Totally agree that Tasmania is an awesome place and that a quirky strategy is always a good way to go. This just feels tonally wrong and really kinda try hard. Sorry.