Campaigns | Tourism Tasmania Save a Mainlander Close

Tourism Tasmania
Save a Mainlander

Our task was to leverage the buzz for Tasmania that was expected to occur during the Masterchef ‘Tasmania Week’.

Our solution was to talk directly to Tasmanians to encourage their friends and family to book a short Tassie break or touring holiday.

Using the unique Tasmanian experiences to cure the side effects of living in a big city, we asked Tasmania if they know Mainlanders that need saving from their ‘mainlanderness’. An above the line campaign was developed with the aim of directing traffic to the website and creating social conversations.

The campaign attracted considerable vendor support and created significant national publicity amongst news services and marketing forums.

77,800 impressions from 17,577 unique visitors were recorded on the website. Over 10,000 people completed the online quizzes and almost half of those entered the competition.

Over 32% of total traffic was generated via social sharing of the campaign.