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: