A partnership between Virgin Australia and Tourism Tasmania encouraging Aussies to embrace their wild winter wanderlust has seen visitation to the Apple Isle soar in what is normally a quiet travel period during their off season.
One Green Bean (ogb) created The Tassie Tux partner activation, to stimulate demand with a creative idea to encourage Aussies to embrace the wild revelry of Tasmania as their winter destination of choice. Alongside Virgin Australia, the airline of choice for an uninhibited and refreshing escape.
The campaign saw One Green Bean forge a partnership between Virgin Australia and P.E. Nation to create a limited edition ‘Tassie Tux’; a black puffer jacket/vest and unofficial uniform of the island state. Encouraging travellers to embrace the best of Tassie’s Off Season and wake up this winter. ‘The Tassie Tux - what to wear when you come down for air’.
The campaign saw Virgin Australia’s bookings for inbound passengers to Tasmania soar 229% above target, flight searches increase 118% over the prior three-month period and multi-touch return on ad spend (ROAS) grow 28% over the prior quarter.
Media relations via Enthral generated 46 pieces of editorial coverage spanning national news, digital and radio, reaching a potential audience of more than 47m, with influencer content generating $359k in earned value, and more than 250+ social posts reaching 6.5m. A Virgin Australia social competition clocked up 40k visits and 23k unique entries, with organic content reaching 102k on VA’s Instagram.
Virgin Australia CMO Libby Minogue said, “Tasmania is a key destination for us as we continue to write a new chapter in our transformation journey at Virgin Australia. Winter in Tasmania is one of the best kept secrets in Australia. It is wild and wonderful and the Off Season campaign encouraged mainlanders to experience it for themselves. We enjoyed partnering with Tourism Tasmania and P.E Nation to create a limited-edition Tassie Tux to keep warm as they explored the state’s natural beauty, sights, and festivals.”
Credits:
Creative Agency: one green bean
Event Production: Havas Boulevard
Media Relations: Enthral
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