Tourism Tasmania – Warmest Winter

Tourism Tasmania

Warmest Winter

Tasmania comes alive during the summer months. But as locals know, it also has plenty to offer in winter. Tourism Tasmania wanted to position the state as the premier Australian winter destination, and for interstate travellers to welcome the prospect of getting cosy in the cold weather.

The Warmest Winter campaign embraced all that the coldest Tasmanian season has to offer. We adopted a non-traditional approach that didn’t employ the use of one tagline, instead crafting a piece of prose that could be used across a series of static images.

The scope of the campaign was enormous. Over 300 pieces of creative were rolled out across a mix of creative were rolled out across a mix of channels including press, digital and OOH advertising. Large-scale digital OOH pieces were impossible to miss in Melbourne and Sydney’s CBDs, while pieces featuring longer copy were prominent in national magazines.

The campaign proved popular, with feedback from the public focusing on the campaign’s effectiveness. One particularly memorable communication came from an English teacher, who got in touch to say:

“I would love to show this advertisement in class as a perfect example of effective advertising… p.s. the ad was so good it made me want to go to Tasmania again!”

Love Autumn in the South

Tourism Tasmania

Love Autumn in the South

In the scorching summer of 2019, Tasmania’s central and southern regions were severely affected by bushfires, devastating local communities and ancient wilderness. Temporary road closures and uncertainty led to a steep drop in local tourism to these areas. Tourism Tasmania, in partnership with Destination Southern Tasmania, wanted to encourage people back to the fire-affected areas of the Central Highlands, the Huon and Far South, and the Derwent Valley, and to reassure them that it was safe to visit again.

We wanted to remind Tasmanians of the experiences they already knew and loved. These were the experiences that made southern Tasmania a magical destination in autumn. We created a print, digital and outdoor campaign to spread the message ‘Love Autumn in the South’, including a one-off booklet insert, full-page ads in The Mercury throughout the autumn months, plus autumn-themed editorials in TasWeekend.

We also built an apple stand with a quintessential Tasmanian roadside honesty box at Hobart Airport to raise money for the Vinnies Bushfire Appeal. The stand proved extremely popular with passengers, with 10 or more bags of apples needed each week, and over $300 in donations collected. We performed significantly above the KPIs set for this campaign, as well as the click-through rates achieved in our previous campaign for Tourism Tasmania. We exceeded our target mobile CTR of 0.55% (achieving 0.64%), travel partners Jetstar’s CTR average of 0.4% (1.1%), and our social CTR target of 1.71% (1.87%). The total clicks to lands KPI was 23,007, and we managed to hit 32,359.

Premium cider

HANSEN

Premium cider

Tasmania’s Huon Valley is famous for its apple orchards, and Hansen Orchards is one of the largest and most well-recognised in the region. When the craft cider boom took off, they decided to enter the market with their own, hand-crafted cider, made with their own apples. And they asked us to help them develop the brand.

We built the brand from scratch, creating everything from the bottle labels to the website. The logo design uses an elegant, understated typeface that reflects the brand’s heritage, while the unique shape of the label was inspired by Sleeping Beauty, a distinctive peak that overlooks the Hansen orchard.
The website is simple and easy to navigate, with an air of elegance and refinement that is central to the brand. It also tells the story of the Hansen family, and how they’ve been growing apples in the region for four generations (and counting).

History that moves you

WEST COAST WILDERNESS RAILWAY

History that moves you

The West Coast Wilderness Railway hadn’t been running for many months due to track remediation work and change of operators. We needed to get tourists and locals back on board.

This was achieved through engaging the senses by telling the story of a world-class rail journey through brutal terrain, rich history and unique scenery — an essential experience for Tasmanians and visitors alike.

With a high percentage of occupancy over that first summer of relaunch, the campaign was a huge success.

The Good Apple

JUICY ISLE

The Good Apple

The Tasmanian drinks manufacturer Juicy Isle wanted to trial a new range of sparkling apple juices. The product was 100% natural, made from organic fruit, and contained no additives.

The category was a mature one, dominated by an established player, Apple Isle, which enjoyed high brand recognition and wide distribution.

The new brand was based on a simple truth: the product is a healthy fizzy drink alternative that contained nothing but the natural goodness of apples.

Presented in the Juicy Isle’s distinctive single-serve green glass bottle, ‘The Good Apple’ was launched at the popular Taste of Tasmania, the perfect channel for a live market trial. In addition to ads placed in the festival guide, an animated TVC directed patrons to look for the Good Apple Drink Cart.

The Good Apple’s animated TV commercial was a hit with kids and adults alike, and the Good Apple Drink cart received great attention.

The campaign and single cart generated so much interest that all available stock was sold out before the end of the festival!

The entire marketing program was delivered for less than the cost of conducting a comprehensive qualitative research program – a fantastic return on investment.

26TEN

LINC TASMANIA

26TEN

Tasmania has the lowest recorded levels of literacy of all Australian states: in 2006 49% of adult Tasmanians lacked the basic skills needed to use information from newspapers, magazines, books and brochures. Our task was to develop a brand that speaks to all Tasmanians; raises understanding of the issue; and ultimately inspires and brings about action.

After large amounts of research and testing, we created a brand that we knew would resonate with our audience. It was called 26TEN. This was a play on the fact that literacy and numeracy comes down to a basic understanding of just 26 letters and 10 numbers.

Television and radio were the key delivery channels along with an inspiring set of videos depicting real life stories of literacy achievements.

Elder abuse is not okay

DEPARTMENT OF HEALTH AND HUMAN SERVICES

Elder abuse is not okay

Elder abuse is a very real, very upsetting and very undiscussed issue. The challenge with this brief was to first understand elder abuse (and its perceptions) in Tasmania and develop a communications campaign that would raise awareness about the nature of this type of abuse, its effects and the responses available.

After considerable research, our ‘Elder Abuse Is Not Okay’ campaign was launched, including a television commercial, posters, wallet cards and bookmarks to send a message that elder abuse should not be tolerated, also providing the contact details for the Tasmanian Elder Abuse Helpline and website.

In September 2014, the Department of Health and Human Services commissioned an independent evaluation of the Elder Abuse Is Not Okay campaign, which involved a telephone survey of Tasmanians. A high level of respondents said they would report suspected incidents of elder abuse. Community awareness of elder abuses issues was improved with a high level recall of the campaign.

Karma Roads

TASMANIA POLICE

Karma Roads

Increased Hobart traffic congestion is frustrating Hobart drivers. They are not imagining it; Hobart was voted as the third most congested city in Australia in 2016. Tasmania Police responded quickly to the need to inform, educate and encourage drivers to be patient and drive courteously.

We introduced the likable character Constable Karma, who was the antithesis of the usual authority figure. When it comes to keeping calmer on our roads, constable Karma is the voice of reason. Her calm and witty pearls of wisdom will engage and enlighten.

The campaign was primarily driven through Facebook, with a series of witty ‘mantras’ and simple road rules that helped make our roads less congested.

The public comments on Facebook posts has been overwhelmingly positive, with many members of the public tagging each other and asking traffic related questions.

The Constable Karma bumper stickers have also proved to be a hit!

Decisions

SPEAKING OUT ASSOCIATION OF TASMANIA

Decisions

A change in the National Disability Insurance Scheme meant many young people with disabilities were faced with making decisions that they hadn’t previously had to make on their own. These people were vulnerable to abuse or being taken advantage of by those who are responsible for their care. They needed to understand their rights about self-determination and decision-making.

Who better to get an important message across to people with cognitive impairments than their peers? We created two animated characters, and engaged two young people with disabilities to provide the voices in a simple explainer-style video. By understanding the problem and the people we were talking to, we were able to get an important message across in a clear and non-patronising manner.

The video was lauded by disability professionals, teachers and carers. Total views are approaching 100,000. It proved so popular a second video was commissioned around people’s rights when it came to shopping.

Happiest cows on the planet

ASHGROVE FARM

Happiest cows on the planet

In a milk market dominated by multinational, factory-based dairies, even finding space in a supermarket fridge is difficult. As a local farm producing its own milk, Ashgrove asked us to give Tasmanians a good reason to choose their home-grown (but more expensive) product over the multitude of discounted generic options.

Ashgrove has a real story to tell. A local story of natural advantage, provenance and best practice. Whether you are a cow or a human, Ashgrove Farm is a happy place. So, we took this simple truth and created the happiest campaign in the state – starring the happiest cows on the planet.

WHAT THEY SAID

“Milk sales are up, we’re very happy.”

Anne Bennett
Ashgrove Marketing, Communications Manager

Real mates

ROAD SAFETY ADVISORY COUNCIL

Rea mates

Young Tasmanian males aged 17 – 25 are six times more at risk of being a serious road casualty than the rest of the population. They don’t listen to authority. They don’t listen to reason. And they claim they don’t pay much attention to advertising.

The strategy was simple: talk to them through the people they trust most – their mates. The campaign has evolved over a five-year period, as Real Mates 1, 2, 3, 4 and 5. Real Mates 1 kicked off with a humorous tone, stating that the one thing you don’t let your mate get away with is drink driving. Real Mates 2 developed new scenarios. Real Mates 3 and 4 evolved the idea by providing inspiration on how to stop mates drink driving. Real Mates 5 focuses on the Real Mate as the hero, empowering our target audience to take action.

The results have been overwhelmingly positive and achieved a very high recall of 90% amongst the intended target group.

Verbatim responses included:

“Just different from a lot of other ads.”

“The comedy caught my attention and then hit me with a message.”

“I took notice of it more than fear campaigns.”

Celebrate the BCF man

BCF BOATING CAMPING FISHING

Celebrate the BCF man

Father’s Day is a massive market opportunity for national outdoor retailer BCF. It is also highly competitive, with many retailers and suppliers fighting for share of voice. Our brief was to make BCF a gifting destination of choice for Father’s Day shoppers.

Our solution was to create a likeable persona around the typical BCF customer that would appeal to his family and to dad himself. So we put dad on a pedestal and presented him as a manly man. This was executed via catalogue cover, electronic direct mail and a humorous Father’s Day TVC. The TVC showed dad with his kids trying to do manly things, but not always with success! And isn’t that what most dads are like?

The campaign put a smile on the faces of many families and helped boost Father’s Day sales.

Product of the Huon Valley

HUON VALLEY COUNCIL

Product of the Huon Valley

The Huon Valley region is a food and nature lovers’ paradise. It has the potential to be one of the great valleys of the world, yet it had been largely under-marketed for many years.

The Huon Valley Council commissioned Red Jelly to create a marketing program that could function in a multi-platform way; as a place of origin campaign for producers, a touring destination for visitors, and to attract regional development.

We created a provenance brand that spoke just as much to the residents of the valley as it did their produce. “Product of the Huon Valley” was personal.

We created wearable merchandise that was launched at the popular Taste of the Huon Festival. These items became content generators in their own right. We gathered and recruited Huon Ambassadors; producers, chefs and tree-changers who were proud to wear the Huon brand and proclaim themselves to be a product of the Huon Valley. We created and shared multiple stories of the region’s communities and natural assets, including producer/chef profiles and Sunday Drive digital diaries.

This content was lapped up by over 11,500 Facebook and Instagram followers in just three months, and generated commentary and content in national press.

It’s a great start

DEPARTMENT OF EDUCATION

It’s a great start

The Tasmanian Government’s Department of Education needed to raise the profile of their early childhood services, which are all designed to build happier, healthier lives for young Tasmanians and their parents. Our task was to find a way to communicate the breadth and benefits of these programs in a motivating and informative way.

We simplified the program offerings into one key benefit: providing children with a great start to life. The tagline ‘It’s a great start’ became the overarching brand message and the name of the Early Years web portal featuring a suite of videos we produced to showcase each program and bring the real experiences of teachers, parents and children to life.

The early years ‘It’s a great start’ website was launched in 2017. Feedback is showing that the videos are connecting with families far better than great chunks of text did, and the bright, playful imagery used throughout to highlight the importance of play in early childhood learning has had very positive reviews.

The Food Project

COUNTDOWN

The Food Project

Countdown were looking to develop the learning culture within the organisation. They wanted to equip in-store team members with the confidence to engage customers through increasing knowledge on fresh products and develop skills to have better conversations with customers.

We worked with Countdown’s marketing team and extensive supplier network to develop the Countdown Food Project. Red Jelly prepared all training material and resources, including posters, concertina handouts, food knowledge guides, best practice hand guides, and supplier videos with supported animated videos.

The Food Project has had a great response from Countdown, their team members, customers and suppliers.

BrewArt – Launch

COOPERS BREWERY

BrewArt – Launch

A small and passionate team at Coopers invented the world’s first fully automated personal brewing system – a Thermomix-like device that brews pub-quality beer in your kitchen at the touch of a button. We needed to make sure it was a success.

A two-part campaign that highlighted the technology, premium quality and simplicity of the product. First, we released a teaser TVC that showed off the sleek design of the BrewArt. Two months later we then released a full brand campaign (featuring a thirty second TVC and four full-page press ads) based around the notion of purity: pure genius, pure ingredients and pure enjoyment.BrewArt systems sold well across the country, far surpassing expectations, and are set to be released in international markets after significant interest.

WHAT THEY SAID

“The successful launch of our world-first product is much attributed to Red Jelly’s involvement with creative direction and campaign development.”

Scott Harris
Marketing Manager – Brewing Products

#TassieStyle

WORKSTOURISM TASMANIAAFE

#TassieStyle

People who visit Tassie (and those who live here) are hugely influential when it comes to inspiring other people to put Tassie on their travel bucket lists. By turning these people into active brand advocates, we could increase the reach, exposure and word of mouth recommendations for Tassie.

We created TassieStyle, a campaign that used animation and a quirky character to inspire people to use the #TassieStyle hashtag when posting their distinctly Tasmanian holiday pictures and videos. Videos, posters, merchandise, social media content and a painted dog were all used to get the word out.

TassieStyle was a huge success, exceeding all targets. The local tourism industry fully supported the campaign, and the hashtag was used over 38,000 times on Instagram alone, creating massive amounts of user-generated content that reached thousands of prospective visitors.

The Cellar

DAN MURPHY’S

The Cellar

When Dan Murphy opened his first store in 1952, he used the cellar to hold gatherings and age wines. In 2016, Dan Murphy’s returned to this spiritual home. It was our job to transform the space from a dark and dank cellar into a special, one-of-a-kind experience.

In just a couple of months, we did all the interior and environmental design, including signage, point of sale, furniture, wall treatments, rugs, frames and price tags. We also created an infographic to generate media attention and showed the beauty of the original cellar through a series of artfully shot, commemorative postcards.

Our efforts generated conversations across social media and national press outlets like The Australian and 3AW radio, with an opening reach of over three million people. The store also made over $100,000 in first week sales, with customer sentiment running at a perfect 100%.Opening reach of three million people.

WHAT THEY SAID

“Red Jelly should feel proud, being a major contributor to the brand.”

Martin Smith
General Manager Dan Murphy’s

Forty Spotted Gin

LARK DISTILLERY

Forty Spotted Gin

The Lark Distillery is synonymous with Tasmanian single malt whisky. Lark’s Godfather Gin was uniquely Tasmanian and well appreciated by gin connoisseurs. However, most people equated Lark with whisky and viewed Godfather Gin as a sideline product.

We retired Lark’s Godfather Gin and replaced it with Forty Spotted Gin — named after one of Tasmania’s rarest creatures, the exquisite Forty-spotted pardalote. Found only in Tasmania, it became the perfect symbol for this rare and unique product.

Creating the Forty Spotted Gin brand—complete with its own brand “story”—has thrust this unique product directly into the thirsty gaze of the fast-growing national gin market.

Forty Spotted is now a living, breathing brand in its own right, and somewhat of a rock star in appreciative gin circles. The brand repositioning has achieved recognition at the World Gin Awards (World’s Best Design), Australian Graphic Designers Awards and Australian Marketing Institute Awards.

Don’t be a Goose

ROAD SAFETY ADVISORY COUNCIL

Don’t be a Goose

Inattention or distraction is a contributing factor in Tasmanian road accidents, and mobile phones are one of the biggest sources of distraction. We had to convince Tassie drivers to put their phones down when they’re behind the wheel.

Rather than create a campaign that simply told drivers what to do, we opted to educate them through entertainment – with a bit of help from our favourite migratory waterfowl. By using real footage, animation and a bit of humour (along with some help from internationally acclaimed comedian, Sam Simmons), we created the ‘Don’t Be A Goose’ campaign. It ran across TV, print, outdoor and online.

Research conducted in 2017 showed that nearly 40% of respondents said the campaign had changed their attitude to driving with distractions, with 10% reporting a significant change. Our goose is still proving to be a hit with audiences as the campaign rolls on into 2018.