Whybin\TBWA\Tequila Melbourne set to launch Tasmania’s most extensive tourism campaign
WHYBIN\TBWA\TEQUILA and Tourism Tasmania are set to release a new campaign promoting Tasmania as the premier destination for Australian travellers this winter. This will be the most extensive communications Tourism Tasmania has ever undertaken with a range of activity in market for nearly nine months of the year.
Tourism Tasmania’s campaign will officially launch on March 20, with three different components to attract visitors to Tasmania over the Autumn/Winter months – a new social media strategy, the national broadcast and promotion of a dedicated Tasmanian television series and a new strategy created around Tasmania’s first-ever Winter of Festivals.
The broadcast of Discover Tasmania – a 10-part, half hour weekly lifestyle/travel series featuring hosts Ed Halmagyi (Better Homes & Gardens) and Jack Campbell (All Saints), will air nationally on the Seven Network and 7TWO from 20 March and will be complemented by a major media campaign leveraging the assets of Seven Media Group across television, magazines, Virgin Blue and Yahoo 7. This will all feed into Tourism Tasmania’s website, discovertasmania.com, which allows for viewer interaction on microsites, facebook pages and twitter communications.
The second stream of activity is part of a strategy to change perceptions about Tasmania with a message that Tasmania is vibrant and active, open and welcoming in Winter. Lumina- A Winter of Festivals Tasmania 2010, is a new concept that brings together the plethora of cultural and festival activities on offer throughout the state over the winter months under one umbrella. The some 8o-plus events, performances, exhibitions and activities span across four major categories; Arts & Culture, Heritage, Sport and Food & Wine, providing a feast for the senses. All set against one of the most inspiring and dramatic backdrops in the world – Tasmania.
WHYBIN\TBWA\TEQUILA’s challenge was to raise awareness of Lumina, challenging people’s beliefs that Tasmania, while stunningly beautiful, is primarily an outdoor destination which has very little to offer visitors in Winter. WHYBIN\TBWA\TEQUILA focused on celebrating the heart-stopping beauty of the State, providing information about the events and activities, and presenting Tasmania as the ultimate winter destination, ideal for an escape from the everyday.
The Lumina campaign talks to successful and affluent markets across two age brackets, aimed at reaching the informed and sophisticated 45-60 year olds as well as selective 25-34 year olds. These groups share refined tastes and a desire for authentic, cultural holidays. The campaign aims to entice these groups by showcasing Tasmania and its world-class attractions.
Of the 100 or so events and happenings from April to August, 8 hero events have been selected for promotion during the campaign. These events include Targa Tasmania, Savour, Festival of Broadway, Festival of Voices, Hawthorn Home Matches at Aurora Stadium, Junction Arts Festival, Tasmania Symphony Orchestra Winter series, and the inaugural Australian Shakespeare Festival. A Lumina, Winter of Festivals microsite, luminatasmania.com features information on all of the events happening across the state, along with information on where they happen, accommodation and other tourism information to allow potential visitors to not only choose the events they want to see but to book their holiday all in one place.
Jan Ross, Marketing Director Tourism Tasmania commented: “We are extremely happy with how Whybin\TBWA\Tequila has taken our brief and brought it to life. Following on from our new brand position that Tasmania is “A World Apart, not a World Away”, they have created a campaign that communicates to our target audiences that winter in Tasmania is alive and vibrant and is “the place” to take a winter break, indulge a passion and explore a world class destination.”
Andrew Scott, Managing Director of Whybin\TBWA says, “The campaign utilises a vast mix of TV, print and online media, directly talking to a refined and discerning target audience. This is a group who know what they like, and they are selective about where they receive their information.
“By demonstrating the unique offerings that appeal to our audiences, the campaign will ultimately give people the perfect excuse to visit Tasmania during this winter,” Andrew concluded.
15 Comments
Back slash much?
Melbourne office ofcourse
So I guess they’ve had to ask all Tasmanians to kick in $5 each to pay for it? Still, at that rate it’s a pretty cheap campaign.
Think I’d still prefer to go and sit on a beach closer to 30 degrees celsius than 20 degrees fahrenheit.
gay
good to see the comment censorship based on quality and contribution to the industry continues
The idea is ‘Light up your winter’ and it’s written in sparklers?
Is that the idea?
“A vast mix of TV, print and online media…”. Wow, mind-snapping innovation there. Even a brochure, perhaps?
Nice looking type!
In my opinion this campaign fails however.
Tassie is about great seafood and produce, premium wine, awesome scenery and endearing locals.
The work LOVE did had a better strategy and insight. They promoted Tassie as the perfect tonic to the busy, stressful cliched lifestyle of Sydney.
It might not have been award winning work but I guarantee it got people thinking more seriously about checking out Tassie and gave everyong else a clearer idea on what the best things about Tassie are.
More very ordinary work coming out of the Whybin Melbourne office.
Sounds like some people on here were fired from Whybins because of shitty behaviour.
Extensive / sounds like Expensive .. Yes !
But isn’t the bench mark – ‘The Best Job in World Campaign ‘ – ie for us all to learn you can spend far less and achieve far more !?
10:24 – you think this is good?
Just wondering. Personally I don’t understand the idea.
Total crap. What happened to the cool Tequila stuff?
Hi Luke, no I don’t understand the idea either, I just like hearing from disgruntled workers. Maybe I’ll start a union. Would be so cool to have a union. Then we could have all those top dogs by the knackers.
Unions are to advertising as beer is to Mormons.