Tourism Tasmania has won a gold and silver award for its 2022 Off Season campaign at the Australian Effie Awards in Sydney last night.
The Effie Awards is the most coveted and competitive advertising/marketing awards in Australia.
Out of the 25 categories, there were only four golds awarded that met the Effie's criteria for the highest standard in advertising effectiveness.
Tourism Tasmania and its creative agency BMF won:
- GOLD in the category of Insight and Strategic Thinking and,
- SILVER in the category of Travel, Leisure and Media.
They were also finalists in the categories of Return on Investment and Challenger Brand.
Premier Jeremy Rockliff said Tourism Tasmania has delivered the successful Off Season campaign since 2021, positioning Tasmania as a 'must-do' winter experience.
"It also highlights the positive differences of a Tasmanian winter holiday over other destinations," Premier Rockliff said.
"This achievement is testament to the hard work of Tourism Tasmania, its agency partners and to the State's tourism industry operators that provide our visitors with exceptional experiences."
Sarah Clark, CEO Tourism Tasmania said, "we are incredibly excited to win not only one, but two marketing awards of the highest calibre for Tasmania."
An important element of the campaign highlights the unique and creative experiences that local tourism businesses offer visitors in the cooler months.
"We look forward to continuing the Off Season campaign in 2024 and working closely with industry to ensure we can encourage more Australians to visit the state in a season when Tasmania truly stands out from other destinations.
About the Australian Effie Awards:
The annual awards are presented to recognise the year's most effective advertising and marketing communications campaigns – campaigns that have delivered superior results in meeting the objectives they were designed to achieve.
The Awards are presented in recognition of the year's most effective advertising campaigns – campaigns that have delivered superior results by meeting or surpassing the objectives they were designed to achieve.
Campaigns need to successfully combine all disciplines that enter into a successful marketing programme: planning, market research, media creative and account management. They must demonstrate a partnership between agency and client in the creation, management and building of a brand.
