We wanted to remind Tasmanians of the experiences they knew and loved, showing the fire-affected areas of the South in their most magical light.
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.