TOURISM
TASMANIA - FEED YOUR CURIOUS
A cross-platform campaign full of multi-sensory experiences
Client
Tourism Tasmania
Year & Agency
2019 / oOh! Media
Role
Art Director & Content Strategy Director
Type of Work
Digital Experience Design
Experiential Design
Content Strategy
In support of Tourism Tasmani's 'Feed Your Curious' TVC campaign, we developed a supporting campaign of experiential touch points. The challenge was to bring to life the incredible stories, activities, scenery and quirky characters of Tasmania. The oOh! Creative Studio collaborated to deliver an incredible cross-platform solution.
The solution included a truly unique, creative activation idea, a bespoke digital experience, a premium lifestyle content solution and a content delivery plan that delivered contextual relevance at scale. All elements worked together cohesively through the campaign eco-system.
THE CHALLENGE
“To bring to life the incredible stories, activities, scenery and quirky characters of Tasmania.”
DIGITAL EXPERIENCE DESIGN
Explore Tassie Touch Screen Experience
We created a bespoke large format touch screen experience allowing users to explore different attractions, produce and personalities of Tasmania. The digital experience was accessible at activation locations and via a mobile.
Situated in airports across Australia, the experience allowed users to intuitively explore content including video and audio. An interactive map anchored the experience, clearly defining the geo location of different attractions. A call to actions featured throughout prompting users to register and win a dream luxury escape in Tasmania.
EXPERIENTIAL DESIGN
Tiny Tassie Pop Up Up Story Book Experience
Designed as an introduction to discover Tasmania's best-kept secrets, events and destinations. The pop up story book used immersive 3D layered displays to showcase Tasmania’s cultural highlights such as MONA, spectacular scenery, unique seasonal events and foody destinations. The pop up book also featured Tasmanian characters integral to the Tasmanian story ie. the master distiller and his tray of smoking gin.
The display could be walked through and explored, with social sharing opportunities cleverly worked into the artwork. Impassioned actors/ambassadors in appropriate costume offered, wine, cheese and other tasting treats (as well as expert knowledge) –breathing further life into the Tasmania pop up experience.
CONTENT STRATEGY I CONTENT DESIGN I VIDEO EDITING
Premium Editorial and Video Content
A series of editorial and video content showcasing the best of Tasmania was developed in-line with the activation and digital experience. The content showcased Tasmania’s incredible premium local produce, beautiful wilderness and luxury escapes. The content took the form of bite-size video and editorial content for out-of-home screens in high-dwell time locations. Longer form versions of the content were featured on travel lifestyle websites and blogs.
