Tourism Tasmania: Behind the Scenery X - Spring 2017
05-Oct-2017 The tenth version of Go Behind the Scenery - Stories Told from the Inside Out - will be in-market from 27 August to 27 October 2017. Go Behind the Scenery X showcases authentic stories through multiple touch points to encourage consumers to visit the campaign microsite www.gobehindthescenery.com.au for more information and the opportunity to start planning a trip to Tasmania.
The objective of the campaign is to motivate consumers in the target audience as well as drive visitation from consumers in the intention and planning stage of the consumer journey. Domestic marketing will target Melbourne, Sydney, South East Queensland and Adelaide.
Tasmania's four regional tourism organisations were closely involved in the development of the Go Behind the Scenery X campaign, contributing story ideas for their region and itineraries on the campaign microsite.
Investment
The $2.5 million media campaign includes print, digital, cinema and outdoor advertising with a call to action to the campaign microsite.It also includes articles and video content produced by publishing partners, including Broadsheet, SBS, Pedestrian and Fairfax. Food and beverage-focused content can be found on partner publisher channels throughout the campaign from around 13 August. This content will support distribution partners in the retail-based campaign elements that began 31 July. These elements include cooperative marketing with carriers and retail travel partners including Virgin, Flight Centre, Expedia (Wotif), Qantas, RACQ, Sunlover, Spirit of Tasmania, TasVacations and Helloworld.
Themes
The campaign continues to use Stories Told from the Inside Out on the campaign microsite to reveal the quirky and sometimes lesser-known stories of Tasmania, its food and beverage, and the people who follow their passion to produce it.
Content
Content will be delivered over a range of channels throughout the campaign. This includes a takeover of Good Food's social channels by Adam Liaw, a curated video content series on SBS featuring local Tasmanian producers and hosted by Matthew Evans and Poh Ling Yeow, and feature articles on the Fairfax network exploring the food regions of Tasmania and weekend getaways for a culinary escape. Content partnerships will also deliver a high impact digital, mobile, search, video and print amplifications across all five partner platforms.
Audience
Tourism Tasmania's domestic marketing targets people within the age brackets of 25-39 and 40+ who live along the Eastern seaboard. To support the introduction of direct flights between Adelaide and Hobart, the campaign will also include the Adelaide market. Their purposes for travel are to discover and understand new people and places, to explore, escape, spend time together and to create new memories.
Tracking and monitoring
Tourism Tasmania will monitor, measure and evaluate the performance of the campaign including tracking the behaviour, characteristics and views of Australian travellers through the Tourism Info Monitor, ascertaining how appealing Tasmania is as a destination, as well as the percentage of people who are intending to visit the state. The campaign also introduces advanced media tracking technology in the form of Facebook integrated software, Atlas Pixel. The technology will provide insights into consumer touch points and enable Tourism Tasmania to better focus media spend in future campaigns.
Campaign fact sheet
Refer to full documentation in the attachments box below.
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