‘Go behind the scenery’ in Tassie

‘Go behind the scenery’ in Tassie

Phase three of Tourism Tasmania’s campaign ‘Go behind the scenery’ continues to encourage Aussies to visit the island state.

B&T Magazine
Posted by B&T Magazine

The first phase of the campaign was released last year in March. Read more about that here.

Refreshing itself from the previous two phases, JimJam has created 20 online content videos with different characters and destinations.

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

From the previous phases, the results from the microsite has attracted more than 103,000 unique users.

Holiday visitation to Tasmania has increased by 21%.

The new phase of the campaign will run across a variety of platforms, including television, print, outdoor, digital, social and online content.

Credits: JimJam Ideas: Creative Directors: Andrew Crocker & Charlie Cook Managing Director: Dean Andrews Strategist: Tony Gordon Art Director: Paul Carpenter Account Director: Kate Somerford Producer: Ben Adams Designers: Patrick Andersson, Fredrik Liva Retouching: Eadie Media: Vizeum Client: Tourism Tasmania Manager, Marketing Operations: Megan Thompson Campaign Coordinator: Rhonda Martin