Go Behind the Scenery XI - Feed Your Curious

Feed Your Curious is the 11th iteration of Tourism Tasmania's Go Behind the Scenery creative concept.

Building on previous campaigns, it shows that the true essence of Tasmania lies in what's beneath the surface.

The campaign is designed to engage consumers, spark their curiosity, build an emotional connection with the state and encourage them to book their next holiday to Tasmania. It's creative story invites the curious to go on a journey of discovery around Tasmania seeing stunning and surreal sights and encountering quirky characters.

The media strategy underpinning the campaign combines high-reaching channels with new partnership activity to reach and engage new audiences.

About the campaign

Go Behind the Scenery XI is Tourism Tasmania's longest campaign, running for 16 weeks from 7 May to 25 August. The campaign will take place in our key domestic markets of Sydney, Melbourne, South East Queensland and Adelaide.

The campaign includes television, cinema and print advertising as well as digital, social media, PR, direct marketing, events and conversion partnerships. It also includes collaborative marketing partnerships with Tasmania's annual brand-aligned winter event partners. The events include Dark Mofo, Festival of Voices, Huon Mid-Winter Festival and Tasmanian Whisky Week.

The campaign is supported by airline and trade partnerships including with Helloworld, Qantas, Virgin, and Jetstar to deliver travel deals and campaign-aligned content to their owned and paid media channels.

The campaign investment of over $6 million includes creative production costs, paid media, content development, partnership marketing, famils and campaign website development.

Jetstar print adInnovation

An innovative part of the campaign and an Australian media-first is a Tasmanian pop-up book large enough to walk through. The 'pop-up' will be installed at the Qantas terminal in Sydney, Castle Towers Shopping Centre, Chadstone Shopping Centre and eight CBD office towers in Melbourne and Sydney over the duration of the campaign.

Campaign website

Throughout the campaign consumers will be directed to the Go Behind the Scenery website where they'll find inspirational content and practical information on planning a trip to Tasmania including suggested itineraries, feature articles and product and distribution partner deals. The campaign website is www.gobehindthescenery.com.au

Industry toolkit

For more information on the campaign and to share our video extracts on your social channels and website see our Industry toolkit

Images from top: Television commercial; Good Weekend print advertisement; Jetstar print advertisement