Breaking this week is the new Tourism Tasmania Spring 2015 campaign, created by creative agency JimJam.
Entitled ‘Stories told from the inside out’ the campaign hears stories that are uniquely Tasmanian, ranging from Devils in The Dark, Bushie’s Backyard, The Canyon Chaser, and The Laird of Crackpot….all tales personally told about people and place so we can experience Tasmania through the lens of these individuals.
Full length 90 second films of each story are played out in rotation on the microsite whist edited content is distributed and seeded through the largest digital outreach Tourism Tasmania has ever made.
John Speers, managing partner, creative agency JimJam said: “We know that people come back from Tasmania full of stories. People just love stories and we’ve captured eight of them as the backbone of this campaign.”
Guy Taylor, Tourism Tasmania’s executive director of marketing, said that research was telling us their engagement with locals was a significant part of our visitors’ overall Tasmanian holiday experience.
“This was also evident in the increasing level of engagement people were having with video clips on our Go Behind the Scenery website that involved local Tasmanians,” he said.
“So for this campaign we decided to put more effort into presenting Tasmania through the eyes of some passionate local identities who work to make our visitor experiences so distinctive and rewarding.”
Hundreds of variations of the films and stories across long, medium and short form will be deployed across owned, earned and paid channels and platforms with social media enhancing the story telling approach through a suite of locals and influencers to amplify the campaign.
Speers continued: “Audiences tire of poor content very quickly. The world has now moved from quantity to quality of content and JimJam continues to pioneer new ways to keep our audiences engaged. This means we have to raise the bar on each and every campaign and it’s great to see record levels of visitation and spend in Tasmania each year.”