The Great Tasmanian Job Search: How Tasmania Used Experiential Marketing to Attract Tourists
The Australian state of Tasmania has long been known for its stunning natural beauty, diverse wildlife, and unique cultural attractions. However, despite its many charms, Tasmania has often struggled to compete with other Australian destinations for the attention of international tourists.?
That is, until 2021 when Tasmania launched a unique and attention-grabbing tourism campaign that captured the world's attention and put Tasmania on the map as a must-visit destination.
The campaign was called "The Great Tasmanian Job Search", and it involved offering a job with a six-figure salary to one lucky applicant who would be paid to spend three months exploring and experiencing the best of what Tasmania has to offer.?
The job, advertised as the "Chief Wombat Cuddler", required the successful applicant to travel around Tasmania, visiting national parks, wildlife sanctuaries, and other attractions while documenting their experiences through social media and blog posts. The role also involved caring for orphaned wombats native to Tasmania and a significant tourist attraction.
The Great Tasmanian Job Search was a masterclass in experiential marketing that focuses on creating unique and memorable consumer experiences. In this newsletter, we'll explore how Tasmania used experiential marketing to attract tourists and how Brands can learn from this campaign to create successful marketing strategies.
The Power of Storytelling
One of the critical elements of the Great Tasmanian Job Search campaign was the power of storytelling. The campaign was built around offering a dream job to one lucky person who would get paid to explore and experience the best of Tasmania. This narrative was communicated through videos, social media posts, and other content showcasing Tasmania's natural beauty, wildlife, and cultural attractions.
By telling a compelling story, Tasmania captured the attention of people worldwide and created a sense of excitement and anticipation around the campaign. The narrative also helped to position Tasmania as a unique and desirable destination that offers unforgettable experiences to visitors.
Creating Emotional Connections
Another critical element of the Great Tasmanian Job Search campaign was the focus on creating emotional connections with consumers. The campaign was designed to tap into people's sense of adventure, curiosity, and love for animals, all-powerful emotional drivers.
By offering a job that involved exploring Tasmania's natural beauty and caring for orphaned wombats, Tasmania created an emotional connection with potential visitors, who saw the campaign as an opportunity to live out their dreams and aspirations.?
This emotional connection helped to make the campaign more memorable and shareable, as people were more likely to share the campaign with their friends and family members who shared similar interests and passions.
领英推荐
Leveraging Social Media
The Great Tasmanian, Job Search campaign also leveraged social media to its advantage, using platforms like Facebook, Twitter, and Instagram to share updates, photos, and videos of the successful applicant's adventures in Tasmania. This social media presence helped to generate buzz around the campaign and keep people engaged and excited about the results.
In addition, the campaign used social media to encourage user-generated content, inviting people to share their photos and experiences of Tasmania using the hashtag #TassieStyle. This user-generated content helped to amplify the campaign's reach and generate even more interest and engagement.
Generating Free Publicity
One of the biggest successes of the Great Tasmanian Job Search campaign was the free publicity it generated for Tasmania. The campaign received coverage in major news outlets worldwide, including CNN, BBC, and The New York Times, generating millions of dollars worth of free publicity for Tasmania. This publicity is invaluable for a small tourism destination like Tasmania, which may need more money to compete with more significant destinations in traditional advertising.
Moreover, the Great Tasmanian Job Search campaign demonstrated the power of experiential marketing in creating a unique and memorable brand experience that captures people's attention and creates emotional connections with potential visitors.?
By telling a compelling story, creating emotional connections, leveraging social media, and generating free publicity, Tasmania created a successful tourism campaign that raised awareness about the state's unique attractions and positioned Tasmania as a desirable destination for travellers from around the world.
Points to Remember for Brands
Brands can learn several lessons from the Great Tasmanian Job Search campaign, including:
Overall, brands can learn from the success of the Great Tasmanian Job Search campaign by focusing on creating unique and memorable experiences that tap into people's emotions and aspirations, leveraging social media to amplify their message, and generating free publicity to build brand awareness and credibility.?
By applying these lessons, your brand also can create successful marketing campaigns that capture people's attention, drive engagement, and ultimately, build brand loyalty and advocacy.
In conclusion,?
The Great Tasmanian Job Search campaign is an excellent example of how experiential marketing can promote a destination and attract tourists. Remote destinations like Tasmania can compete with more significant destinations and generate buzz around their unique offerings by creating unique and memorable experiences that tap into people's emotions and aspirations.
By learning from the successes of the Great Tasmanian Job Search campaign, other destinations can create successful marketing strategies that leverage the power of storytelling, emotional connections, and social media to attract visitors and build brand awareness.