Challenge

Tasmania was a lesser known destination compared to other Australian states, and a unique value proposition was required to increase interest in visiting Tasmania.

Approach

We knew that Singaporeans weren’t too interested in or knowledgeable about Tasmania. But what they definitely care about, is good food.

We bridged the gap between locals and Tourism Tasmania by highlighting Tasmania’s paddock to plate story. Through a travel vlog produced in collaboration with local celebrity, Rozz, we followed her and a Singapore-based Australian chef on a journey to source fresh Tasmanian produce.

Back in Singapore, we crafted a limited-period menu takeover, inspired by the chef's foraging journey in Tasmania. To showcase Tasmania's unique brand identity, the menu takeover media event launch was themed after a uniquely Tasmanian night festival, proving to late-night loving Singaporeans that Tasmania isn’t all that boring after dark.

‍

In the online space, the content generated from the travel vlog was used to promote Tasmania through engaging with viewers, and driving even more awareness of the menu-takeover.

‍

‍

Results

• A 30% increase in bookings to Tasmania.

• Extension of menu takeover period due to popular demand.