Tourism Tasmania and its media agency, Starcom, are encouraging Australians to ‘Come Down for Air’ via the release of a podcast episode recorded in the open air on Tasmania’s east coast.
Produced in partnership with ARN/iHeart Radio, the campaign sees an episode of The Imperfects podcast encourage audiences to make an emotional connection with the island state, by aligning with cultural discourse, such as authenticity, wellbeing and connection to the Tasmanian brand.
Created and hosted by the founder of The Resilience Project, Hugh van Cuylenburg, Australian comedian Ryan Shelton, filmmaker Josh van Cuylenburg and with executive producer Bridget Northeast, The Imperfects models vulnerable conversations with well-known Australians, helping listeners to embrace imperfections, build authentic connections and improve their health and happiness.
The episode will be supported by an eight-week tourism category exclusive sponsorship of The Imperfects’ bonus episode, including pre-roll, mid-roll and integrated advertisements.
The campaign also includes a broad reach radio campaign across the ARN network, with commercials voiced by Hugh van Cuylenburg.
Lindene Cleary, Tourism Tasmania’s CMO, said most tourism brands paint a perfect picture – sunny beaches, happy montages. Not Tasmania.
"Tasmania provides an opportunity to escape the monotony of modern life and experience something like nowhere else, whether that be the quality of produce directly from the makers, the uniqueness of our arts and culture, or our untouched nature and raw landscapes," she said.
"Partnering with The Imperfects was a genuine fit, with core themes of the podcast including the importance of perspective, living more meaningful lives, and the power of embracing imperfection – all things we celebrate here in Tasmania.”
Mina Savjak, Starcom business director, said The Imperfects use their podcast to discuss relevant cultural topics in today’s society, such as health and wellbeing, connection and the imperfect nature of what it means to be human.
"This proved a perfect alignment with Tourism Tasmania, where we celebrate the unique, different, and imperfect, and pride ourselves on being a place that enables true connection between nature and people," said Savjak.
Denis Donati, ARN national podcast and digital sales director, said this bespoke partnership is a first for both ARN and The Imperfects, filmed and recorded as an open-air episode in the beautiful landscape of Tasmania.
"The episode not only showcases the essence of the Tasmanian landscape but also fosters a genuine connection with the podcast's themes of wellbeing, connection, and authenticity," he said.
“As Hugh van Cuylenburg, Ryan Shelton, and Josh van Cuylenburg sit down with Alone Australia winner, Gina Chick, in the wilds of Tasmania, they share an insightful, vulnerable and meaningful conversation across the episode. We hope listeners will be inspired to embark on their own transformative journey in the stunning surroundings of Tasmania, as they listen to one of Australia’s most popular and impactful podcasts.”
The podcast is part of Tourism Tasmania’s latest integrated campaign ‘Come Down for Air’, which will run in Australian markets until March 31, 2024.
To listen to the podcast, visit www.iheart.com/podcast/239-the-imperfects-69854469/episode/gina-chick-dont-fight-life-130935889/.
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