Odd Jobs

By Tourism TasmaniaTasmania’s quieter travel period runs during the cooler months of May through August, or as they call it, ‘The Off Season’. There’s no doubt it’s cold, but in the dusky quiet of winter, Tasmania fires up and things get weird and wonderful. Yet the signature winter festival - Dark MOFO - announced they were slimming down their offering this year. The team were worried that winter tourists would "take the year off."To restore enthusiasm, Tourism Tasmania sought to deliver an earned-first brand act that drove awareness and consideration of The Off Season among high-value travellers.Traveller and destination data aside, they unearthed the unthinkable - that Australian workers are sitting on 200 million days of unused annual leave, with almost one in three workers reporting symptoms of burnout.For Aussies to take a break they need to be inspired by something anti-ordinary. The hints were everywhere. TV shows such as Alone, set in Tasmania, became the most popular SBS show ever. Views of ‘cottage-core’ videos – people gardening and building cabins in the woods – were soaring. This helped frame the proposition that Tasmania, and specifically the Off Season, was the antidote for Australians to break the mould this winter. The StrategyTasmania’s Off Season is the perfect prescription for the winter blues. This proposition framed how the team conceived the campaign to showcase many of the odd and wonderful things you can only do in Tasmania.The idea landed on was ‘Odd Jobs’, an invitation for Australians to swap their day job for an Odd Job with one of Tasmania’s top tourism operators. For this campaign, the team targeted high value travellers from mainland Australia and Tasmania who are motivated by the need for ongoing novelty and stimulation, contributing to community, places that meet their definitions of sustainability, a culture they're interested in, and an unordinary journey.They worked with ten operators who had uniquely Tasmanian experiences to develop ‘jobs’ with local and global appeal. Each Odd Job promised the audience what they crave: adventures and experiences that stimulate; that connect them to local communities, culture, and nature; that let them work with their hands and leave the place better than they found it. The ten jobs were developed within key pillars of Tasmania’s regions and priority areas – food and drink, nature, creativity and culture, experiences, and history and heritage.The team worked with local operators to create these Odd Jobs:• Wombat Walker - East Coast Natureworld• Wine Whisperer - Clover Hill• Truffle Snuffler - The Truffledore• Oyster Organiser - Freycinet Marine Farm• Sauna Stoker - Little Beach Co.• Cave Conductor – Gunns Plains Caves• Paranormal Investigator - Tasmania’s Most Haunted• Puffer Nut - West Coast Wilderness Railway• Soaksmith - Little Things Farm• Star Seeker - RathmoreThrough this brand-act they aimed to increase awareness and consideration of Tasmania in the lead-up to and during the Off Season, and position Tasmania as Australia’s anti-ordinary winter destination. In addition, the activity would showcase the breadth of uniquely Tasmanian offers and experiences that mainlanders and locals could enjoy The ImplementationAll content was developed with social and earned media virality in mind and a goal to take over the ‘good news agenda’. This included ten creatively worded job ads, four individual Odd Job videos, a hero film, a library of images, and a bank of information about operators and the Off Season.Alongside Tourism Tasmania’s Chief Marketing Officer, local tourism operators were the media talent, creating an authentic voice for The Off Season. Content was king in the campaign, led by comedian Josh Thomas and George the Wombat from East Coast Natureworld, highlighting unique locations, communities, attractions, and wildlife found only in Tasmania.The campaign launched with a search for Odd Job applicants via Tourism Tasmania’s LinkedIn page. The team knew LinkedIn overindexed with the ‘High Value Traveller’ audience (ix 283) and was an unexpected place to drive a consumer tourism message.They offered respite from the usual content on the platform and the habit of scrolling jobs. They also strategically pitched earned media content, tailoring each Odd Job pitch to specific media verticals. For example, ‘Oyster Organiser’ and ‘Wine Wisperer’ Odd Jobs were pitched to food and beverage media outlets. The team built tailored packages for TV, radio, podcasts, print, online, social and editorial. Content was ready-made for news outlets to post on their own social accounts, which sky-rocketed Odd Job’s organic social coverage and engagement.A paid media strategy was launched to hero the content on META & LinkedIn, generating millions of views and thousands more comments. As news coverage went viral across every media channel in Australia, Odd Jobs leapt onto the global stage, with the campaign taking on a life of its own. The hero videos – particularly those featuring George the Wombat - became an overnight emblem for Australian experiences on international broadcast and news outlets, inspiring waves of social activity.The ResultsOdd Jobs has been internationally acclaimed and beyond Tourism Tasmania’s wildest ambitions. 2,046 pieces of earned media coverage (1,191% above KPI) – top tier national and international media with many indepth feature-length stories 1.3 billion in earned media reach from over 200 countries and territories (3,150% above KPI of 40 million) and 128 million earned social reach. The strategy, objectives and outcomes will influence future work, in particular, in how to engage local tourism operators in a truly integrated way across local and national media, social media channels, content and paid media.

Odd Jobs

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