Season of Curious II

2017 Winter Tourism Promotion

Tourism Tasmania's 2017 national winter promotion runs for six weeks between Sunday 30 April and 11 June 2017, with some activity continuing through to July 2017.

The promotion aims to grow winter conversion by using Tasmania's edgy winter events and festivals as the trigger to book a holiday to the state and also builds on this unique Tasmanian winter holiday experience to encourage people to visit regional Tasmania and stay longer.

The long-term aim is to change the perception Australians have of the Tasmanian winter experience and position Tasmania in the market place as a different kind of winter holiday destination.

Investment and partnerships

Tourism Tasmania has invested around $1.35 million on digital advertising as well as the creation and distribution of new content.

The Season of Curious II campaign is primarily content led. It is supported by paid media that encourages consumers to engage with the promotion's content on the www.gobehindthescenery.com website.

The promotion is supplemented by additional cooperative marketing with event and commercial travel partners, to not only raise awareness of Tasmania's edgy winter events and festivals, but also to expand the channels for people to book their preferred Tassie winter break. Commercial travel partners include Flight Centre, Escape Travel, Expedia, RACT Destinations and Qantas.

Tourism Tasmania is also investing in public relations, trade marketing, sponsorships of visiting journalists and influencers including Better Homes & Gardens and Sunrise, and new winter themed articles for the Insiders' Guide on the Go Behind the Scenery website.

A special Sydney-based promotion will also focus on encouraging Chinese students currently studying in Sydney to visit Tasmania during their winter holidays. The special promotion focusses on a theme that links to the fire elements of a Tasmania winter - Dark Mofo, Festival of Voices and relaxing by an open fire.

Campaign elements

The 2017 promotion builds on the exposure achieved by the 2016 winter campaign and takes a content-led approach, supported by paid advertising to feature Tasmania's winter events and festivals. The content focuses on the underlying unique emotive experience a Tasmanian winter holiday offers, with winter events being part of the story that triggers conversion and dispersal.

The campaign retains a similar look and feel as the 2016 Season of Curious promotion to stay consistent and boost recall, but modified to include the visual interpretation of the new winter positioning. It aims to entice consumers to visit the Go Behind the Scenery website and engage with the video content and personalise their journey through the use of an interactive map. The website encourages planning, giving the viewer a sense of place and showing the events on offer and how they can experience a Tasmanian winter holiday.

Tracking and monitoring

Tourism Tasmania will monitor, measure and evaluate the performance of Season of Curious II. This includes tracking exposure to digital advertising, monitoring advertising reach, web traffic, map saves and shares, and travel partner sales during the life of the campaign.

Further information

For more information on the campaign see the Season of Curious II fact sheet [PDF 262KB.]