Tourism Tasmania has turned to bespoke out-of-home and street poster company, Revolution360, part of VMG, to launch an edgy campaign featuring street posters and specially commissioned murals to reach budding holidaymakers across its network.
In a first for Tourism Tasmania and its media agency Starcom, they partnered with Revolution360 to produce a series of high-impact, funky street posters and murals, especially spray painted by artists in prominent commuter locations across Sydney, Melbourne, and Brisbane.
The out-of-home campaign is a key part of Tourism Tasmania’s new “Off Season” campaign, which encourages Australians to refuel their souls in Tasmania this winter, inviting travellers to embrace the cold, rather than escape it with interesting experiences. The OOH component of the campaign is designed to provoke talkability, buzz and word of mouth among consumers.
Starcom account director, Sophia Roche-West, said: “The Tourism Tasmania ‘Off Season’ campaign is about stimulating people to ‘wake up this winter’ and seek moments of creativity, wild revelry, and nature. With all communication in black & white, we needed the executions to be bold, anti-ordinary and disruptive. Impactful street art with Revolution360 was the answer to our challenge. With access to their audience network driven by mobile location data we were able to unlock iconic locations in Sydney, Melbourne, and Brisbane to showcase the truly unique ‘Off Season’ experiences.”
Revolution360 national head of sales, Josh Fitzgerald, said. “We have really enjoyed working with Tourism Tasmania to bring their brand positioning to life. The brief was to create a campaign that targeted ‘raw urbanites’, looking for longer holidays, immersed in nature, and those ‘erudite’ travellers who want to squeeze in as much activity as they can and share experiences on social media, to redefine how people see Tasmania in winter.
“We’ve brought that same mentality to the out-of-home – our murals and posters really celebrate the weird and the wonderful, and the results grab people’s attention in a captivating way. We’re always striving to create something that is truly bold and outside-the-box for each client and I’m proud of our forward-thinking approach.”
The out-of-home campaign will run across the Revolution360 network until the first week in July.