A new campaign has been launched to encourage interstate visitors to spend more time exploring Tasmania.

The Minister for Tourism, Scott Bacon, and Tourism Tasmania’s Marketing Director, Kath McCann, today unveiled the new $3 million marketing campaign entitled Tasmania – Go Behind the Scenery.

“Our state is renowned the world over for its stunning landscapes, natural and built heritage and our first class food and beverages,” Mr Bacon said.

“But it’s often the people and the businesses that visitors encounter while they’re heading to our beaches, travelling on one of our great walks, or experiencing some of our fine food and beverages that deliver that truly unique Tasmanian experience.

“And that’s what this campaign is about – getting people to dig a little deeper while they’re visiting our state, and go behind the scenery.”

Mr Bacon said the campaign’s core activity would run in Sydney and Melbourne from 24 March to 31 May 2013, and would also involve a strong online and social media component to extend visibility and contact with millions of potential visitors across the country and worldwide.

“This is a significant step away from traditional tourism marketing campaigns, and helps identify the attributes that make our great state unique,” he said.

“In a sometimes comic and quirky way, the campaign encourages people who come to Tasmania to get to know more of our state, and travel beyond the major population centres and spend a few nights exploring those fantastic, truly Tasmanian experiences.”

In addition to print, TV, cinema and online banner advertising, the campaign includes ‘lift wraps’. The outer doors of lifts in high traffic buildings in Sydney and Melbourne carry an image of an inviting entrance way, and inside are fully covered in imagery to give the impression of having stepped into the real place.

To support the campaign a program of social media bloggers and photo journalists have been commissioned to develop new content for the campaign.

Mr Bacon said the Go Behind the Scenery website will house over 30 itineraries based on regional touring opportunities that take visitors Behind the Scenery across the state. These itineraries have been developed in conjunction with the Regional Tourism Organisations (RTOs).

Production costs for the Autumn campaign were $1.3 million and the media spend has been $1.7 million. The total value of media generated through the campaign is $3.3 million.

In addition, a series of comedic online videos will be distributed through a campaign microsite. A video has been produced for each region featuring actor/comedian John X as the presenter.