Go Behind the Scenery - Tourism Tasmania

Tasmania, has always been known for its beautiful pristine wilderness and rich cultural heritage. For the past 2 years our campaign ‘Go Behind the Scenery’ has been successfully inviting visitors to delve deeper than that.

However, Tourism Tasmania wanted our audience to go a step further and find the true Tasmania - the one only the locals could possibly know.

We achieved this by introducing a new visual campaign vehicle representing the depth of experience in a brutally simple way.

The integrated campaign combined print, outdoor, digital, social and a dedicated microsite where the idea really came to life. Here we recruited our locals (‘Social locals’) who literally guided users through Tasmania, allowing them to experience the place like never before.

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