Thursday, March 21, 2013

Tourism Tasmania campaign beats a new tune

Tasmania - Go Behind the Scenery Fantastic new campaign by Kath McCann and her team at Tourism Tasmania with a creative partner, Sydney's JimJam. The 60 second TV ad reveals the extraordinary effect David Walsh's Museum Of Old and New Art (MONA) has had on so many levels from within Tasmania, and from without (parts of it feature in the advert) The digitized, dervish Luhrmann-like sequences with their rotating points of view and 3D optics rush at you and the overall effect of the advert is so energized in comparison to previous beautiful, but static, wilderness powerpoints. This really *does make you stop and think about "what is behind" the front bit; the quirky, engaging, cultural, and outright weird and wonderful. People, across all segments, are so "up for it" like never before. They'll have a go - they want to get around it, and have a look at Tasmania - from all angles, at all times of the year, and not *just the shiny well-known bits. And the thing is, this mew campaign absolutely captures this dynamic shift that has occurred in the market since MONA's seismic start-up. The heads-down, furtive secrecy and 'oops I shouldn't look' persona has given way to a prevailing sense of cultural glasnost since the opening of the magnetic, compelling, consensual, adjective-robbing, parallel universe of wonder and awe perched out there on the banks of the Derwent in #Hobart. (I'm only sorry Nolan's Snake is moving out of the exhibition for a while - it's the most captivating work I will ever see, I think). The melding of art and culture with "the spectacular views" and "food and wine" as foundation and fundamental elements of Tasmania's tourism value proposition has never been clearer than in this campaign. Of course, it's writ large in massive black texta now in the shape of MONA. But the growth of the festivals subculture - like the magnificent Ten Days on the Island, on right now - has built the platform as well. It sure is a different take on a well-tried set of product and stories - but brilliantly captures the shifts. Great production, congrats TT. I tweet @VinceTaskunas