Today, Tourism Tasmania has announced an extension to its quirky Spring Go Behind the Scenery campaign, with a 60-second television commercial to screen on mainland free-to-air channels and subscription television channel Foxtel.
The 6th campaign in the series, Go Behind the Scenery continues the highly successful formula of highlighting interesting nooks and crannies that invite prospective visitors to go deeper behind the scenery in Tasmania.
Launched on August 16, the new campaign is themed ‘stories told from the inside out’, and introduces a stronger local involvement in the marketing of Tasmania as a holiday destination.
Research shows that engagement with locals is a significant part of our visitors’ overall holiday experience.
Previous campaigns also showed an increasing level of engagement with content on the Go Behind the Scenery website that involved local Tasmanians and their stories.
The latest campaign presents Tasmania through slightly different eyes by presenting a series of stories told by some passionate local identities.
Valued at about $3.5 million, the seven-week campaign in is targeted at Melbourne, Sydney and Brisbane markets.
Along with television, regular print and online media channels, the latest campaign also introduces some new digital and social media options to spread the stories about Tasmania.
They include digital media channels like The Guardian, Video Seeding, Outbrain, Pandora, Spotify and XTrack TV.
The new print and digital ads direct viewers to the Go Behind the Scenery website, where they can view the video stories, download sample itineraries and check out holiday packages on offer through national retail travel partner, the Flight Centre Group.
Last spring over 240 000 people checked out the campaign microsite’s content and found more information on holidaying in Tasmania.
The latest campaign aims to build on the momentum of a positive winter season for the sector, which was well-supported by a successful calendar of winter events and a 4-week short break promotion on the mainland.
The latest campaign is an important part of reaching our target of 1.5 million visitors a year by 2020, which the industry says will create 8 000 new jobs.
The most recent visitor figures show that around 1.1 million visitors arrived in Tasmania during the 12 months to March 2015, which was 4 per cent more than the same period the previous year.
To view the campaign go to: https://www.dropbox.com/s/lat9k8brt8w21p7/TT_60.mp4?dl=0
Will Hodgman, Premier Minister for Tourism, Hospitality and Events
