Tasmania “comes alive” in the latest phase of its 'Go Behind the Scenery' campaign by independent shop JimJam
Tourism Tasmania has launched the next phase of its “Go Behind the Scenery” campaign, which features locals guiding tourists around Tasmania's attractions.
The campaign, by independent creative shop JimJam, combines print, outdoor and digital, and includes a dedicated microsite where the campaign “literally comes alive” with locals guiding users through Tasmania.
Tourism Tasmania executive director marketing Guy Taylor said: “We've been developing our unique, differentiated brand and tone of voice for a couple of years now.
“The JimJam team has built the strategy and creative in a bold, offbeat and original way which has clearly resonated with our audience.”
JimJam has been working with Tourism Tasmania for the past three years and its 'Go Behind the Scenery” campaign has led to a record number of holiday visitors going to Tasmania, growing by 18% in 2013 and 20% in 2014.
JimJam MD John Speers told AdNews its 2015 campaign was its “most integrated yet”.
“We want to show the personally enriching discoveries of Tasmania so people feel confident they know what to do and see there, and give them a trigger to book now,” he said.
“It's a holistic campaign led by a powerful idea in Go Behind the Scenery, but we’ve gone deeper this year by introducing a new visual campaign vehicle presenting the depth of experience in a simple way, brought alive online and guided personally by Tasmanian locals through engaging content and social media.”
JimJam opened shop in 2011 and Speers said 2015 is the year the agency is ready to really take on the industry.
Speers said its key point of difference is its backbone of strategic strength, and that getting to the heart of a company’s “brand purpose” which forms the basis of its ideas.
“We’ve always been just as diligent in all communication disciplines and this campaign is testament to integrating advertising, content, social and all digital platforms together, galvanised through a devastatingly effective idea,” Speers said.
“As content, social and digital moves increasingly from quantity to quality this year, we hear many clients now wanting this kind of integration. The Tasmanian results speak for themselves about the power of getting this right.”
