Tasmania has launched the first ever state tourism organisation (STO) campaign on Snapchat in Australia, utilising video Snap Ads.
The campaign highlights the weird and wild antics of Dark Mofo – the Museum of Modern Art’s annual event in June.
The Snap Ads utilise content captured by two young travellers using their smartphones to tell a more authentic story, with the campaign allowing Snapchat users to swipe up to a mobile website and plan their journey in Tasmania.
Emma Terry, chief marketing officer at Tourism Tasmania, said: “Winter is such a special time in Tasmania with so much to discover. Audiences are demanding more immersive content experiences, so rather than pushing ads at them, it’s important we find innovative ways to tell Tasmania’s stories.
“By capturing authentic content right in Snapchat, we’re sharing Tasmania’s ‘Season of Curious’ like it’s never been seen before.”
Aaron Farrelly, group director at Initiative, said: “We’re thrilled that Tourism Tasmania is the first STO partner on Snap. It is the perfect channel for leveraging user-generated vertical content, and immersive experiences are such a rich territory for Tasmania.”