Tasmania – The Movie – Bigger than Australia

How do you extend your marketing budget without outlaying extra media dollars? By piggy backing on the release of one of the biggest Australian movies since Crocodile Dundee.

This is exactly what Tourism Tasmania have done. Not sure if you have seen it, but Tasmania – The Movie has been released. Riding on the dramatic, over the top production of Australia The Movie. It is great.

Tasmania The Movie Home Page

Tasmania The Movie - Home Page

Tasmania The Movie - Trailers

Tasmania The Movie - Trailers

Tasmania The Movie - Gallery

Tasmania The Movie - Gallery

OBSERVATIONS

I wasn’t at Leo Burnett’s when this brief came into the agency, but I love it. I think it’s a great campaign. Perfect way to piggy back on something bigger, particularly when Tourism Australia are spending a lot of money promoting and supporting.

  1. Launch and set up – a lot of effort has been put into the initial launch of the campaign. Based on most movie releases, Australia has a talkability life for the next two months so there needs to be an 8 week maintenance/optimisation strategy around Tasmania.
  2. Leveraging communities and assets – the client has done a great job seeding the video. It even received home page status on the Australian YouTube site (see screen grab below). Fingers crossed this is reaching more than just the Australians and will get international momentum over the next few weeks (after Australia The Movie has launched around the world).
YouTube Australia - Tasmania The Movie

YouTube Australia - Tasmania The Movie


CONSIDERATIONS

There are a few additional things that the campaign can be doing to ensure it is capatalising on all online channels. Stay tuned to see how these evolve.

  1. Search – It would have been great for a targeted search marketing campaign on Australia The Movie keywords. See screen grab below for what people were searching in regards to Australia.
  2. YouTube channel – dedicated Tasmania YouTube channel, currently there isn’t anything set up for Tasmania or Tourism Tasmania. The Premier has his own channel, so does Clemenger Tasmania, but no Tourism Tasmania.
  3. Facebook – There are a lot of groups focused on Tasmania on Facebook (over 500), how can these be leveraged? Even if it is just a URL that is fed to the group to see what impact it has on the web traffic.
Google Searches based on Australia/Tasmania The Movie - 26 November 2008

Google Searches based on Australia/Tasmania The Movie - 26 November 2008

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2 Responses to Tasmania – The Movie – Bigger than Australia

  1. Kathryn says:

    Here is the facebook page for this campaign – http://www.facebook.com/pages/Tasmania-The-Movie/107564135136?ref=nf

  2. Kathryn says:

    Also the Youtube channel – enjoy! – http://au.youtube.com/DiscoverTasmania

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