Quirky Go Behind the Scenery tourism campaign expands for spring

TOURISM Tasmania’s quirky Go Behind the Scenery campaign has been expanded for spring.

TOURISM Tasmania’s quirky Go Behind the Scenery campaign has been expanded for spring, with a new TV commercial to screen on mainland free-to-air channels and subscription channel Foxtel.

Valued about $3.5 million, the seven-week campaign is targeted at Melbourne, Sydney and Brisbane markets.

Along with television, print and online media, the campaign also introduces some new digital and social media options, including digital media channels like The Guardian, Video Seeding, Outbrain, Pandora, Spotify and XTrack TV.

Themed “stories told from the inside out”, the latest campaign features a series of stories told by passionate local identities, marketing Tasmania as a holiday destination.

The new ads direct viewers to the Go Behind the Scenery website, where they can view the video stories, download sample itineraries and check out holiday packages on offer.

About 1.1 million visitors arrived in Tasmania during the 12 months to March — 4 per cent more than the previous year.

Originally published as Quirky Go Behind the Scenery tourism campaign expands for spring