Tourism Tasmania continues with ‘Go Behind the Scenery’ campaign with new outdoor executions

Tourism Tasmania is continuing with its ‘Go Behind the Scenery’ campaign created by JimJam with a new iteration which combines print, outdoor and digital to encourage tourists to visit the island state.

The campaign features a new microsite which sees locals guiding users through Tasmania and its various attractions.

Tourism Tasmania executive director of marketing Guy Taylor said: “We’ve been developing our unique differentiated brand and tone of voice for a couple of years now. The JimJam team have built the strategy and creative in a bold, offbeat and original way which has clearly resonated with our audience. As a team we continue to develop our positioning to differentiate us from other holiday destinations, and as a department we continue to take and manage brave decisions.”