Go Behind the Scenery XI - Feed Your Curious
Feed Your Curious is the 11th iteration of Tourism Tasmania's Go Behind the Scenery creative concept.
Building on previous campaigns, Feed Your Curious shows that the true essence of Tasmania lies in what's beneath the surface.
Go Behind the Scenery XI was Tourism Tasmania's longest campaign, running for 16 weeks from 7 May to 25 August.
The campaign aimed to engage consumers, spark their curiosity, build an emotional connection with the state and encourage them to book their next holiday to Tasmania. It's creative story invites the curious to go on a journey of discovery around Tasmania seeing stunning and surreal sights and encountering quirky characters.
The campaign included television, cinema and print advertising as well as digital, social media, PR, direct marketing, events and conversion partnerships. It also includes collaborative marketing partnerships with Tasmania's annual brand-aligned winter event partners.