Tourism Tasmania Winter Campaign 2018

Winter has always been a low season for Tasmania tourism due to the harsh cold weather. Through mining consumer insights, Sussex was able to pinpoint Chinese students’ obstacle on their paths to purchase and design an interactive/engaging campaign that fully showcase Tasmania’s unique tourism resource during the winter seasons.

Reach and engage Chinese students with interesting and highly interactive content that drive them to travel to Tasmania in winter, competing with popular destinations like QLD.

We conducted primary and second research to identify the destination’s appeal factor before crafting a whole suite of creative and content that resonated with students. We managed the direct communication with participants through setting up dedicated WeChat groups. Our strategy was to position Tasmania as a ‘must visit’ destination during the winter seasons in order to increase conversion among this target consumer group. By creating 2 mini sites for our target audience to submit their information and photos, we were able to collect campaign data and build a student contact and info base. Four themes were devised and the key visual and content (advertorial copy, voting copy, headline and abstract) are tailor made to meet the needs of our target audience.

Our creative assets were not only well received by our client, Tourism Tasmania, but also by the students who signed up on the mini sites.

 

Performance:

  • TOTAL MEDIA IMPRESSION 1,247K
  • TOTAL MEDIA REDAERSHIP 81,669
  • 176CHINESE STUDENTS PARTICIPATED TO BE THE TASSIE EXPLOERER
  • ALTOGETHER 604PHOTOS GATHERED FROM STUDENTS
  • 57CHINESE STUDENTS PARTICIPATED TO WIN THE DRONE
  • ALTOGETHER 157PHOTOS GATHERED FROM STUDENTS
  • TOTAL MEDIA IMPRESSION 1,247K
  • TOTAL MEDIA REDAERSHIP 81,669
  • 176CHINESE STUDENTS PARTICIPATED TO BE THE TASSIE EXPLOERER
  • ALTOGETHER 604PHOTOS GATHERED FROM STUDENTS
  • 57CHINESE STUDENTS PARTICIPATED TO WIN THE DRONE
  • ALTOGETHER 157PHOTOS GATHERED FROM STUDENTS