Creative Directors Casey Schweikert and Rees Steel sat down with Marketing Mag to share insights into the latest Off Season campaign for Tourism Tasmania unpack what it takes to create and evolve an effective multi-platform campaign.
“Tourism advertising tropes are so entrenched that our goal is usually to just invert the cliche. Beauty is table stakes, so what else do you reach for? Tasmania, in particular, is a place that is defined by its worldview as much as its landscape, so leaning into the islander perspective – not just the literal attractions or destinations – helps give anything we create a more distinctive voice.”