We've partnered with Intrepid Travel on a new campaign starring comedian Susie Youssef, with the landing page going live yesterday.
The campaign responds to a simple insight. Burnout is affecting one in two Australians, and wellness has started to feel like another job to keep on top of. Tasmania offers something different. Research shows the vast majority of visitors leave feeling genuinely better, without needing a program to get there.
Called "A Tasmanian reset," the campaign follows Youssef on an Intrepid small group trip, built around the idea that Tasmania does wellness naturally, in the wind through buttongrass, a cold ocean swim or a fire under a full sky. It's aimed squarely at busy Australian women who don't want a transformation, just a break that actually feels like one.
Youssef is a natural fit for the role. The Australian comedian, actor and writer is known for her sharp wit and a knack for finding the funny in everyday life. Her wry, warm sense of humour lines up neatly with Tasmania's own brand voice, and gives the campaign a genuine perspective on what makes the state worth discovering.
The centrepiece is a 10 minute hero film, supported by a run of cutdowns for social and paid media. The awareness phase runs from 3 August to 11 November across Meta and YouTube. A tactical campaign phase will take place in September. The partnership aims to drive awareness and conversion of Intrepid’s Tasmanian departures through to December 2027 including across the shoulder seasons.
Running alongside the awareness push is a consumer competition, live now until 17 August. Entrants are asked to share in 25 words or less why they need a Tasmanian reset, for a chance to win a place on Intrepid's six day Tasmania Adventure trip plus return economy flights from Sydney, Melbourne, Perth, Brisbane or Adelaide. The prize is valued at approximately $3,000 AUD.
It would be great if you could help spread the word with your networks over the next fortnight, it will make a real difference to entries.