The document proposes a marketing campaign for Tasmania tourism. It identifies issues with previous inconsistent messaging across platforms. The proposal is to create two promotional videos using GoPro cameras narrating a day of activities in Tasmania targeted at different age groups. Accompanying print ads will depict stills from the videos. The campaign aims to inform audiences of alternative activities beyond scenery through a storytelling approach across multiple media platforms. Choosing the agency allows clients to improve branding, offers, and conversions with a full-service advertising firm.

1. The Missing Link
We are link between where you are & where you deserve to be
Alistair - Creative Director
Aleisha - Chief Consultant
Olivia - Marketing Director
Bonnie - Senior Marketing Executive
Georgia - Strategic Director

2. Main Issues
1. Lack of communication synergy
between the video and print
advertisement
The two platforms portray two different
types of messages that do not connect
with each other

3. Main Issues
2. Incongruent communication
Although the intention was to inform the audience
of what Tasmania has to offer, the information
presented was messy and had information overload.
Also, due to the nature of the advertising material,
the audience do not have sufficient time to
effectively decode the message before the next
message is transmitted

4. Recommendations
1. Clear and effective message
Use of similar structure and
content across various platforms to
create a consistent message

5. Recommendations
2. Use of a narrative / storyline
Our creative strategy is to ensure
that the advertisement is
memorable and it effectively
communicates a clear and
consistent message

6. Our Proposal
Our proposal is to create two promotional videos using a
Go-Pro camera that will be set up as a narrative to portray
a number of activities that can be undertaken in the
course of a day in Tasmania
Each video will target a separate demographic age group.
It will focus on the concept of “two sides of the same coin”
by maintaing synergy between the videos while
portraying contrasting content
In addition to the videos, two separate print
advertisements relating to the videos will be created

7. Why Go-Pro?
The Go Pro promotional videos have become a
viral sensation. As a result of these videos,
2.3 million cameras were sold in 2012. This
figure has since doubled in 2013.
These cameras are designed to be self
negating observers, to sit by the sideline and
watch adventures unfold.

8. Our Proposal
1. Video targeting 20-40 year olds
The video will portray scenes that depict high impact and high
involvement activities throughout Tasmania.
It will begin with a short clip of an activity that could be undertaken
early in the morning such as surfing at Eagle Hawk Neck and
progress with short clips of activities over the course of the day.
Each clip will depict an activity that is not typically associated with
travelling in Tasmania to ensure that they ‘go behind the scenery’
message is expressed
The video will be distributed across different social media platforms
aimed towards this target market

9. Our Proposal
Video targeting 40+ year olds
This video will follow the same structure as the previous
video however the activities shown will be more strongly
associated with this demographic. Examples of these
include a slow walk through the botanic gardens in the
morning or a relaxing lunch cruise along the Derwent
River
This video will be distributed on television and in
cinemas during programs targeted towards this
demographic

10. Our Proposal
Print advertisements
The ads will encompass still shots from each of the short
clips and will be shown in progression to encapsulate the
same message and relate to the videos
The print advertisement targeted towards 20-40 year olds
will be distributed in magazines, in banners on popular
travel blogs and on social media sites
The print advertisement targeted towards 40+ year olds
will be distributed in national newspapers, in airline
magazines and in travel agencies

11. Our Proposal
The campaign that we have created seeks to
inform our target audience of what Tasmania has
to offer apart from its scenic beauty and seeks to
relate this message to the audience through a
narrative
It takes advantage of different multi media
platforms to ensure that each target audience is
addressed effectively and to boost exposure of the
campaign

12. Why choose The Missing Link?
We are a new age advertising firm that is
focused on building brand position and
creating tactical offers to improve
conversion rates for our clients
We cater to a wide range of demands and
can create campaigns for individuals,
firms and corporations