Entered by Brand Tasmania

Like other place branding teams, Brand Tasmania are comfortable communicating Tasmania through conventional mediums. From the beginning, the team have told Tasmanian stories through words, images, film, and sound. Yet when Brand Tasmania ask people to describe Tasmania, they’d talk about how this place feels: the light, the landscape, the taste of local food, the sound of birds, the smell of gum trees and, repeatedly, the freshness of Tasmania’s air. The team’s research continually shows that people’s strongest associations with Tasmania are sensory and emotional, sitting just beyond traditional storytelling approaches.

This presented an interesting challenge. Brand Tasmania is a small team with a small budget. Because they can’t outspend competitors, the opportunity is to be more creative, more inventive, and more distinctly themselves when it comes to sharing what makes their place special. Brand Tasmania wanted a new way for people to experience Tasmania and build emotional connection with their audiences.