In a major push to entice more mainland Australians to discover the ‘unchallenged purity and beauty’ of Tasmania, Tourism Tasmania has appointed SAY Media to roll out its largest ever cost-per-engagement advertising programme. Tourism Tasmania also appointed Naked Communications and eMitch Melbourne to develop the campaign.
The new campaign launched this week across SAY’s ad network is reaching more than nine million Australians. It features an expanding ad unit for web and mobile platforms that promotes Tasmanian touring holidays, offering five seven day itineraries to choose from. “Tourism Tasmania has amazing footage and creative assets. Combining the best of these with powerful rich media ad units allows us to show all Tasmania has to offer to draw tourists in. We’re thrilled Tourism Tasmania has given us the chance to show how their beautiful content can engage audiences online,” said Duncan Arthur, general manager of SAY Media Australia and New Zealand.
The unique advertising experience presents an interactive Tasmanian map animated with the interchangeable travel itineraries. Viewers are encouraged to click along the map’s highlighted routes to explore what Tasmania has to offer, as presented in words, images and videos. “Most Australians think they know what Tasmania has to offer but this strategy is about educating Australians on what they are really missing out on and giving them reasons to visit now. We’ve achieved this by taking a whole website’s worth of content to our audience and presenting it a compelling way, through video led travel itineraries, supported by deals to visit right now,” said Matt Houltham, managing director of Naked Melbourne, the company that developed the campaign.
The ad also links live to TasVacations to promote latest Tasmanian holiday packages deals. TasVacations offers a personalised service that allows browsers to talk to a Tasmanian in Tasmania, who can arrange flights or sea voyages and touring packages that best suit a traveller’s needs. SAY Media is a digital publishing company and ad network that provides a canvas for brands to deliver whatever assets they have available, such as video, polls and maps, to engage users. All SAY ad units work on a cost per engagement so brands like Tourism Tasmania pay only when a user looks at their ad. Strict qualifying steps, such as a 1-2-3 countdown before an ad opens, ensure only users who genuinely choose to engage with the ad are counted.