Tourism Tasmania and its media agency Starcom have this year focused on creating sensory media experiences to inspire people to discover Tasmania during the winter Off Season.
The use of sensory media aims to enhance the storytelling nature of the creative advertisements by BMF, in positioning the region as a source of creative and cultural stimulation.
"This year we are pleased to present sensory media experiences to our audiences to create excitement and anticipation for a wintery holiday in Tasmania," says Tourism Tasmania CEO, Sarah Clark.
Interactive elements of the campaign consist of an OOH domination of Martin Place station; a 3D podcast travel guide with Acast, narrated by not so ordinary storytellers; and following last year’s success, the return of Broadsheet’s Tasmania print edition, plus online content.
Other campaign activity includes 2D neon billboards across the Eastern Seaboard with JCDecaux; light rail wraps in Sydney via Torch; a Yahoo integration in DOOH, with audience re-engagement on programmatic audio; a three-part video series with Rolling Stone; online video advertising with Warner Music Group; and a launch partner for Binge’s ad-supported tier.
Starcom business director, Sophia Roche-West, said: “The ‘Off Season’ is back and this year it’s even bolder. Expect more creativity and more cultural stimulation. To inspire people to experience it themselves, we needed to start delivering on the feeling.
"Introducing sensory media to the mix. Experience what the ‘Off Season’ has to offer via interactive station dominations, bespoke print editions, narrated 3D audio travel guides and much more.”
The campaign runs until the end of July.
Credits:
Tourism Tasmania
Lindene Cleary, Chief Marketing Officer
Jen Clark, Acting Head of Brand Marketing
Tom Sherson, Paid Media Manager
Marli Tapsall, Paid Media Manager
Sarah Hassett, Assistant Paid Media Manager
Jessica Lopes, Paid Media Coordinator
Peter Kilpatrick, Brand Manager
Kate Saunders, Brand Manager
Sarah Cann, Brand Manager
Felicity Williams, Assistant Brand Manager
Bonnie Olsson, Brand Coordinator
Starcom
Andrew Vaughan, Client Service Director
Sophia Roche-West, Business Director
Manon Jardin, Account Director
Mitchell Brown, Account Manager
Marina Barcellos, Account Coordinator
Amy Liang, Group Investment Director
Bianca Mou, Investor
Livana Weng, Performance Director
Georgia Dunsford, Performance Manager
Sherie Meka, Performance Executive
BMF – creative
Clemenger – user experiences
Orchard – digital
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