Last month we also launched the eleventh iteration of Go Behind the Scenery – Feed Your Curious. It is our longest campaign and will be delivered in key domestic markets in Sydney, Melbourne, South East Queensland and Adelaide for 16 weeks. It includes television, cinema, print and digital advertising as well as social media, PR, direct marketing, events and conversion partnerships. The campaign’s creative story invites the curious to go on a journey of discovery around Tasmania seeing stunning and surreal sights and encountering quirky characters. Building on previous campaigns it demonstrates that the true essence of Tasmania lies in what’s beneath the surface. The campaign also includes a life-sized Tasmanian pop-up book which is an innovative Australian media-first. It will be installed at various high traffic locations in Melbourne and Sydney during the campaign period and allows consumers to visualise and experience a taste of Tasmania. Throughout the campaign consumers will be directed to gobehindthescenery.com.au where they will find inspirational content and practical information on planning a trip to Tasmania including suggested itineraries, feature articles and product and distribution partner deals. Our team is also currently very busy preparing for TasTalk which will be held in Hobart at the end of the month. TasTalk is our inaugural trade event held in partnership with the Australian Tourism Export Council. It will be attended by Inbound Tour Operators and Tassie Specialist travel agents who will meet with the local tourism industry as well as having the opportunity to get out and experience some of the wonderful visitor experiences that our state has to offer. As we move into the less busy period, there are some great opportunities to connect with industry colleagues and get an update on what else is happening in the sector. Later this month, Tourism Tasmania will be on the road in Launceston, Smithton, Burnie and Strahan to provide an industry update on some of our recent activity and share some insights into what’s coming up. More information on session details is available through our regular newsletter Tourism Talk or contact our office for details.
June 2018 www.tha.asn.au
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