Campaign pitch presentation Tasmania: Treasuer Island.

1. yjsj.
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C R E A T I V E A D V E R T I S I N G A G E N C Y
- T A S M A N I A -
T R E A S U R E
I S L A N D

2. YJSJ’s proposed campaign ‘Tasmania:
Treasure Island’, will offer a quirky and
engaging marketing strategy to motivate
travel to the state.
Whilst Tasmania may not have the palm trees,
42’ South offers a chest-full of unique
adventures and precious places to discover.
Building on the weaknesses of the Afterglow
campaign, this proposal will strengthen and
broaden Tasmania’s current brand equity, its
brand loyalty, alliances with external
stakeholders, and of course, image and
identity.
Having families as the campaigns identified
target market invites involvement and
reinforces the accessibility and uniqueness of
Tasmania as a prime holiday destination
offering tourism for the whole family.
yjsj.
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C R E A T I V E A D V E R T I S I N G A G E N C Y

3. L I M I T A T I O N S O F T H E A F T E R G L O W
The Afterglow campaign embodied an
overtly ‘short-term’ approach in generating
tourism numbers and revenue within the
state. Given the amount of funding behind
the campaign this is particularly concerning
and something that is addressed in this
proposal. This ‘band-aid’ approach to
generating tourism was established via:
• The characteristics of its target market,
• Its short timeframe and
• The sudden discard of its virtual
marketing tools.
Where there may have been scope to keep
the effects of the Afterglow campaign
reverberating, we feel the sudden closure of
the campaign misused fresh opportunities
and wasted revenue.
yjsj.
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C R E A T I V E A D V E R T I S I N G A G E N C Y

4. T A R G E T A U D I E N C E
Appealing to the family market carries
significant power when it comes to
generating long-term benefits for the
state and it is proposed that Tourism
Tasmania’s next campaign operate
within a 'long-term' framework, ensuring
the generation of sustained tourism and
revenue.
Perhaps the most important thing in
appealing to families are the long-term
benefits generated by simply fostering
adventurous childhood memories.
These memories are some of the most
precious carried into adulthood, and it’s
these memories which Tourism Tasmania
must seek to foster and engage with.
We see these memories as facilitators
ensuring the return of visitors to the
state– long term. It is this recognition
which underpins this campaign.
yjsj.
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C R E A T I V E A D V E R T I S I N G A G E N C Y

5. C R E A T I V E S T R A T E G Y
The creative strategy of the campaign will take
strong stylistic and emotional cues from its
‘Tasmania: Treasure Island’ identity.
This theme will seek to nostalgically resonate
with parents whilst alluding to an exciting and
adventurous experience for children. Both
print and online communication platforms will
be utilised:
- Development of a microsite which features
short ‘teaser’ videos, and adventurous and
diverse itineraries tailored for family fun.
- Development of print adverts for feature in
newspaper and travel/womens magazines.
- A children's activity pack incorporating
coloured pencils and ‘travel journals’ full of
activities based around Tasmania, animals
and places, blank pages for personal entries
and drawings, as well as ‘treasure’ maps
based on places around Tasmania - to be
given out on flights to Tasmania and on the
Spirit of Tasmania.
- Phone app incorporating itineraries and
activities based around the Tasmania:
Treasure Island’ identity.
yjsj.
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C R E A T I V E A D V E R T I S I N G A G E N C Y