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.”
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]