Tourism Tasmania has unveiled a $1.7 million campaign, which it claims marks the start of a "new direction" for the state's tourism marketing.
Tasmania – Go Behind the Scenery is the result of a partnership with Sydney creative agency JimJam and uses "contemporary concepts" and "imaginative delivery" to target audiences in both Sydney and Melbourne, with accompanying print and online elements.
Chief executive John Fitzgerald described the new campaign, which has a market value of $3.3 million, as the "genesis" of a five-year integrated marketing campaign for the island state.
"Significant work was undertaken by Tourism Tasmania and our industry colleagues over the past 12 months to develop a new tourism brand for Tasmania which will define and drive our marketing of the state as a destination for the next three to five years," he said.
The new campaign urges visitors to look beyond the state's icons to "discover what sits beneath the surface".
"Part provocative, part comedic, this campaign – the first based on the new tourism brand – is a big step away from traditional state tourism marketing," Fitzgerald said. "It will set a new benchmark in domestic marketing."
The television commercial will be aired for the first time on Sunday on all major free-to-air stations. But you can watch it below. What do you think?
http://www.youtube.com/watch?v=eziM99bFSj0
