Our brief was clear and simple. Get Tasmania entrenched on the global tourism map.
Boasting a rich diversity of experiences and landscapes, how could we make the discovery of each palpable for international travellers?
With planning and production logistics to rival a major film shoot, a series of six visually iconic collage posters told the story of three travelling couples’ holiday into the experiences of Tasmania’s history, pristine produce and rugged wilderness.
The campaign ended up running for over a decade.
First it was extended beyond initial key Australian and New Zealand markets to include replicated versions (featuring a new cast and second full shoot) created specifically for Japan, Singapore and China.
And ultimately running in key European centres as well.
The campaign also featured across key-partners marketing including the TT-Line cruise ship company, all major car rental companies and the Tasmanian Government’s immigration promotions.
The poster series also won multiple creative awards.