Creative Team: Scott Whybin, Justine Gallacher and Rob Hibbert

Brief: Tasmania is a “one day” destination. There are very few people who don’t want to go there – it’s beautiful, clean and green, full of nature, heritage and great food and wine. The problem that people aren’t sure what they’ll do when they get there. There’s no trigger to action.

So what is surprising about Tasmania? There are things to do there that we can demonstrate are as good (and often better) than the best the rest of the world can offer. Things people really want to do, that tap into their passions (food and wine, fishing, trekking, art and culture, golf etc). Our audience would ordinarily travel overseas to indulge such passions, but Tasmania is closer and more accessible.

In August 2009, Whybin\TBWA launched its first campaign since winning the business in July.  The brand campaign showcases the ‘winners’ –internationally and nationally recognised experiences and attractions that interrupt our audience’s current perception of Tasmania.  This campaign shows people that you don’t need to travel overseas to indulge your passions because Tasmania offers comparable (and sometimes better) experiences right on your doorstep.

Creative Work Examples: