Tourism Tasmania has launched its new campaign ‘Make Yourself At Home’ to encourage Tasmanians to holiday at home safely, and support the local tourism industry while traditional interstate and international markets are not available. The campaign was developed in-house with local agency The20.
The campaign has been developed in partnership with the four regional tourism organisations, the Department of State Growth, the Tasmanian Hospitality Association and the Tourism Industry Council of Tasmania.
Make Yourself At Home is a new Tourism Tasmania marketing campaign to support the tourism industry during the phased reopening process and while traditional interstate and international markets are not available. The campaign shows Tasmanians that their home state is the perfect place to relax in safe, familiar surroundings. It reminds people of the world-class experiences in their own backyard to encourage day trips, weekend getaways and staycations across the state.
Make Yourself At Home will run over 12 months, reminding people of what makes Tasmania so special, its nature, its great food and wine, and the uniqueness of a Tasmanian experience. It will encourage bookings and visits to local businesses and destinations, showcasing what’s open and ready for Tasmanians to discover in their own backyard.
An important part of Make Yourself At Home is to make it easy for Tasmanians to see what businesses are open. The campaign’s advertising will direct Tasmanians to a new portal on the Buy Something Tasmanian website. Tasmanian businesses are encouraged to list their business on the platform. The site will help with planning and booking, and is a simple and accessible tool, which already has over 1,200 businesses listed. Leveraging off this site aligns with the partnership approach of the campaign, by supporting an existing platform and the local businesses already using it.
The campaign includes TV, print, radio and digital and a landing page www.makeyourselfathome.com.au.