Go Behind the Scenery IX

Tourism Tasmania’s ninth Go Behind the Scenery brand campaign runs in Melbourne, Sydney and south-east Queensland from 26 February until 9 April 2017.

The campaign integrates the proven appeal of videos from our current Stories Told from the Inside Out collection with an innovative online mapping experience to entice people to plan an autumn holiday in Tasmania.

To encourage people to start planning immediately, we've produced an interactive map incorporating rich content in a way that gives audiences a sense of place and makes building an itinerary easy and fun.Go Behind the Scenery Map

Click for campaign video and map (gobehindthescenery.com.au)

As audiences map their journey around the state, they can view and attach location-specific information to their itinerary, including video stories from some of the characters they might meet on their travels.

Audiences can then save, share and print their own customised Tasmanian itineraries. Embedding activities, attractions and videos in a clickable map seamlessly integrates viewing and planning into one entertaining experience. 

The map also shows collections of activities and attractions including paddock to plate; wine and other beverages; outdoor and adventure; wildlife and nature; history and heritage; arts and culture; and event experiences.

Tourism Tasmania developed Go Behind the Scenery IX using the findings from formal tracking research conducted during previous campaigns.

Investment

Tourism Tasmania is investing one million dollars in digital media advertising to encourage potential visitors to visit the Go Behind the Scenery website and plan their next Tasmanian holiday using the fun itinerary builder.

This investment is supplemented by additional spending on cooperative marketing with a range of commercial partners to generate travel bookings and sales to Tasmania. Partners include Tiger Airways, Expedia, Helloworld, Jetstar, Qantas Airways, Virgin, Flight Centre, RACT Destinations, Expedia, TasVacations and RACQ. 

Tourism Tasmania is also investing in public relations, trade marketing, sponsorships of visiting journalists and influencers, and international and sector marketing activities over the autumn period.

Audience

Tourism Tasmania’s domestic marketing is aimed at a core group of people identified as the most likely to visit the state. Described as life long learners, they share an interest in exploring and learning more about themselves and the world in which they live.

Campaign elements

The new campaign has two main elements – advertising and an innovative itinerary building experience.

The campaign’s advertising is delivered through digital channels as research shows that people are more likely to visit Tasmania after seeing online advertising. Links embedded in digital advertising direct people to the itinerary-building experience on the Go Behind the Scenery website.

The target audience profile and insights from previous campaigns influenced our choice of digital channels. These include Catch up TV, Pandora, YouTube, Ninemsn.com.au, News.com.au, Facebook, SBS online network and Vice online network.

Links to travel packages are also available, while other sections of the Go Behind the Scenery website feature pre-designed itineraries and Insiders’ Guides with blog-style content from people who have already visited Tasmania.

Tracking and monitoring

Tourism Tasmania will monitor, measure and evaluate the performance of Go Behind the Scenery IX. This includes tracking exposure to digital advertising,  measuring the campaign's impact on the target audience an monitoring advertising reach, web traffic, map saves and shares, and travel partner sales during the life of the campaign.

More information

For more information on the campaign see our Go Behind the Scenery fact sheet [PDF 179KB].

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