Cast your mind back if you can, to a Tasmania before the 'MONA factor'. Our brief from Tourism Tasmania was clear and simple – get Tasmania entrenched on the global tourism map.
Boasting a rich diversity of experiences and landscapes, how could we make the discovery of each palpable for international travellers?

We created a series of posters portraying Tasmania’s iconic destinations and experiences. With planning and production logistics to rival a major film shoot, the collage posters told the story of three travelling couples’ holiday into the experiences of Tasmania’s history, pristine produce and rugged wilderness.

What were the results?

The campaign remains one of Tourism Tasmania’s most successful and long-running promotions (over a decade). It was extended beyond initial key Australian and New Zealand markets to include versions we went on to create specifically for Japan, Singapore and China. 

The posters also featured across key-partners marketing including the TT-Line (Spirit of Tasmania) cruise ship company, all major car rental companies and the Tasmanian Government’s immigration promotions.

The series also won multiple national and international awards.

We have found SmithAssociates nothing but totally professional with a good understanding of the strategic issues, a highly developed creative product and a sound commitment to budgets and timing.”

John Pugsley, Director Marketing, Tourism Tasmania

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