A disruptive campaign to capture the imagination of post-lockdown travellers.

As Australian borders started opening up after the lockdowns in 2020, Tourism Tasmania knew there would be maximum saturation of travel advertising in the market. They came to Genero to create a disruptive social campaign that would cut through their audience’s feed on Facebook, Instagram and Pinterest.

The objectives of the campaign were to drive awareness and consideration of traveling to Tasmania and to generate qualified traffic to the Discover Tasmania website through the campaigns proposition – ‘Come Down For Air’.

Through Genero, Tourism Tasmania commissioned Ed Ringwood and his production team at Two Palms Media to deliver the project. 

As live production was difficult due to COVID restrictions, Two Palm’s used clever after effects, animation and editing techniques to reimagine existing assets for this brief. They created a deeply immersive static and video campaign, delivering multiple in-feed, story and instant experience placements which: 

• Are distinctly Tasmanian: Leveraging copy, sound, motion, video and imagery to create the campaign’s ‘Come Down For Air’ feeling. 
• Show the breadth of experiences unique to Tasmania: Building on the ‘CDFA’ proposition, the creative also links experiences to interests, hobbies and sensory needs.
• Are built for social: The content cleverly used the individual features of the ad placements across Instagram and Facebook.

The campaign became Tourism Tasmania’s best performing social media campaign to date, exceeding all benchmarks and KPIs. Feedback and engagement on posts was extremely positive, with a number of even commenting on the creative and campaign strategy itself.

Instagram & Facebook

Brand Effect Study Results