Tasmania sets out to prove it is more than great landscapes

Boutique ad agency Jim Jam Ideas has created its first campaign for Tourism Tasmania with the agency’s creative director relishing the chance to write an ad without having to “distort the truth”.

The new integrated campaign encourages travellers to go behind Tasmania’s scenery and kicked off with a 60-second television ad on March 24.

The ‘Tasmania – Go Behind the Scenery’ spot made its debut on Sunday evening with a television roadblock, a media buyout across all free to air stations.

The campaign is Jim Jam Idea’s first for Tourism Tasmania since it was appointed to the account in September last year following a review which included 38 agencies.

Jim Jam took over the account from Whybin\TBWA Melbourne which declined to re-pitch due to a conflict of interest with Sydney office’s Tourism New Zealand account.

“It’s not everyday in advertising where you get to write a campaign without having to exaggerate or distort the truth,” Andrew Crocker, creative director at Jim Jam, said.

The ad (click here to see it) tells viewers there is more to Tasmania than its famous landscapes by showing off the island state’s food and wine culture as well as its “quirky nooks and crannies and offbeat attractions”.

“With each trip we’ve made down to Tassie it’s confirmed two things: One, we’re on the right track and two, how lucky we are to be writing a campaign about the place,” Crocker added.

In addition to the television element, the campaign includes print, online and social activity.

All of the executions push audiences to an interactive microsite that features six regional content videos, 30 different itineraries and a content driven social magazine.

Scott Bacon, Tasmania’s tourism minister, said the campaign is a significant step away from traditional tourism marketing.

"In a sometimes comic and quirky way, the campaign encourages people who come to Tasmania to get to know more of our state, and travel beyond the major population centres and spend a few nights exploring those fantastic, truly Tasmanian experiences,” Bacon said.

Credits: client Tourism Tasmania, agency Jim Jam Ideas, creative directors Andrew Crockeer, Charlie Cook, account director Kate Somerford, strategic planner Tony Gordon, agency producer John Ruggiero, designers Patrick Andersson, Jeffrey Oley, Fredrik Liva, director Josh Frizell, producer Annie Schutt, production company 8 Com, post production Resolution, sound Nylon, digital Binary Studios, social We Are Social.

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