'Not really tourists': Tourism Tasmania campaign twists to target travelers

Tourism Tasmania has today launched Not Really For Tourists, its new domestic marketing campaign and the latest evolution of its award-winning Come Down For Air brand platform. 

Deliberately irreverent and tongue-in-cheek rather than anti-tourist, the campaign combines Tourism Tasmania’s signature wry humour with bold, category-defying creative to invite  Australians to reflect on how they travel and what makes a holiday truly meaningful to them. 

The campaign holds a mirror to familiar tourist habits and mindsets that can get in the way of  truly experiencing a place – from overplanning and chasing viral trends to blindly following  online reviews, joining queues and focusing more on capturing content than connecting or being  in the moment. 

To amplify the campaign across earned and social media, Tourism Tasmania has partnered  with Australian television icon Lee Lin Chin on a new series of quirky video shorts titled Lee Lin Investigates, released today across Tourism Tasmania’s owned channels, including YouTube. 

Eight years after stepping away from television news, Chin returns to her journalistic roots on  her first-ever visit to Tasmania, becoming the first person to experience a De-Tourist Trail. 

Chin’s  deadpan humour, fierce individuality and decidedly offline approach to life made her a natural fit  for the campaign’s unconventional take on travel.

Lee Lin Investigates follows Chin as she explores the art of ‘de-touristing’ in Tasmania,  venturing off the beaten track, meeting local characters and discovering how slowing down, following your curiosity and making time for genuine connection can lead to the most meaningful travel experiences. 

 

 

 

 

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The campaign also invites Australians to ‘de-tourist’ themselves through a consumer  competition launched today, offering four Tasmanian holidays for two, with each winner matched  to one of the four regional De-Tourist Trails.

The campaign’s hero film, The Line Up,  follows a tourist in an unidentifiable city who joins a seemingly endless queue for a viral pastry,  only to find the line stretching all the way across the ocean. So caught up in the pursuit, he  loses sight of why he joined the queue in the first place. Finding himself in Tasmania, he  realises the futility of it all, stepping out of line and leaving the crowd behind to discover  something far more rewarding. 

Tourism Tasmania Chief Marketing Officer Lindene Cleary said:

“With Not Really For Tourists, we’re evolving  the platform to reinforce what sets Tasmania apart – both from conventional tourism culture and  from everyday life – to give Australians a fresh reason to consider what a trip here can offer. 

“Not Really For Tourists isn’t meant to be taken literally or as an exclusionary statement – we’re  a tourism agency, after all, and that’s part of the tension we’re having fun with. We’ve been very  deliberate in how we’ve brought the idea to life, using the wry humour and signature wink-and nudge Australians have come to know through Come Down For Air, including our Off Season  campaign. 

"But at the same time, there’s a genuine message beneath the knowing humour. We  want to invite Australians to reflect on what travel means to them, how they choose to  experience the places they visit and what they contribute along the way. 

“As a challenger brand, we know we need to be brave and distinctive to keep cutting through in  a crowded travel market. So much of Not Really For Tourists – from the creative idea and its  executions to the partners we’ve chosen to work with – has been designed to subvert the  conventions of tourism marketing and position Tasmania as a place that offers something  distinctly different from typical tourism culture.” 

To learn more about Tourism Tasmania’s Not Really For Tourists campaign, and enter the competition, visit discovertasmania.com.au/not-really-for-tourists.