Tourism Tasmania #Go Behind The Scenery Case Study Video
PROBLEM: Many Australian's have Tasmania on their bucket-list of places to visit, but haven't yet made the short trip across Bass Strait to explore.
SOLUTION: We increased intent to visit Tasmania by creating rich, brand-owned content, driving social media engagement and creating the 'Go Behind the Scenery' Multimedia magazine. We invited Australia's top bloggers, photographers and social influencers to visit Tasmania and share their content. We then created the online 'Picture Perfect' interactive map of Tasmania and travel-planning tool. Users created a sharable Tasmanian bucket-list and travel-plan.
RESULT: 'Go Behind the Scenery' trended globally on Tumblr and received over 2600000 content impressions. There were 73000 itinery downloads and an additional 23000 tumblr followers.
SCREENSHOTS FROM THE VIDEO: