Latest Go Behind the Scenery campaign tempts tourists to feed their curious

THE State Government has launched the latest in its series of storytelling tourism campaigns to add fuel to Tasmania’s already booming tourism sector. SEE THE VIDEO

THE State Government has launched a $6 million campaign to add fuel to Tasmania’s already booming tourism sector – including a massive pop-up book that will tour interstate office blocks and shopping centres.

The multi-channel Go Behind the Scenery XI campaign will focus on Tourism Tasmania’s core message – Feed Your Curious – and continue its successful storytelling promotional style.

MORE: QUIRKY TOURISM CAMPAIGN STRIKES A CHORD

It will run in key domestic markets until the end of August.

“As a challenger destination to larger destinations such as Queensland, New South Wales and Victoria, Tasmania needs to continually cut through and remain top of mind with potential visitors in order to convert aspiration to visitation,” Premier Will Hodgman said.

MORE: TOURISM CAMPAIGN EXPANDS FOR SPRING

MORE: NEXT STAGE OF CAMPAIGN LAUNCHED

An image from the latest Go Behind the Scenery campaign.

The Government also announced on Monday a new bus fleet featuring four diesel-electric vehicles would soon be operating at Cradle Mountain.

“While a cableway remains the Government’s preferred solution for the park, an increased shuttle-bus service will be required in the short term while cableway options are fully investigated,” it said.

Last year, the state welcomed a record 1.25 million visitors who spent $2.33 billion – another record.

MORE: INTERNATIONAL VISITOR NUMBERS SURGE

All regions reported growth, with higher visitation, occupancy and yields.

“But we cannot afford to be complacent,” Mr Hodgman said.

“The new advertising campaign will continue to use the successful storytelling aspects of previous campaigns to connect and engage tourists. Importantly, it will also seek to drive demand over the traditionally quieter winter months and low season.”

An image from the latest Go Behind the Scenery campaign.

The campaign comes as TT-Line has signed a $700 million contract to replace its Bass Strait ferries by 2021.

The Government says it will also spend $12 million to market the state through bespoke campaigns targeting high-value travellers.