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.