Background
Spirit of Tasmania is more than just a ferry service; it represents the gateway to one of Australia’s most stunning and unique destinations. To reinforce this positioning, Pesel & Carr (P&C) were entrusted with promoting the Spirit of Tasmania as an unforgettable travel experience while creating a deeper connection to Tasmania as a must-visit destination.
The ‘Capture the Spirit’ campaign was launched, a photography competition designed to celebrate the spectacular lifestyle and breathtaking landscapes of Tasmania. The competition invited travellers to share their photos of the region, fostering engagement, creativity, and authentic storytelling around Tasmania’s charm.
Objectives
With the knowledge that many Spirit of Tasmania passengers are bloggers and photography enthusiasts, we wanted to:
- Create a platform that recognised the artistic talents of the public and rewarded their contributions.
- Enhance media awareness of the of the Spirit of Tasmania and the state’s offerings.
- Create a library of stories and images as captured by Spirit’s travellers
- Make a positive impact on sustainability and environment.
Results
‘Capture the Spirit’ exceeded all expectations, delivering measurable results that highlighted its success on multiple fronts.
Engagement: It inspired participants to share more than 1,500 breathtaking photographs showcasing Tasmania’s stunning landscapes, lifestyle, and wildlife.18,000+ cast their vote to support their favourite submissions.
Media Impact: The campaign generated significant positive interest in Spirit of Tasmania and Tasmania as a destination, across target areas in New South Wales, Victoria, and Tasmania, including TV, print, and online features.
Legacy value: Beyond the immediate success, the campaign created a lasting impact for Spirit of Tasmania by building a valuable image bank of unique, high-quality photographs of Tasmania. These images are now used for ongoing promotional efforts, reinforcing the allure of visiting Tasmania for years to come.
Alignment with purpose: By incorporating the ‘Save the Tasmanian Devil Program’ as a charity partner, the campaign demonstrated a commitment to sustainability and Tasmanian wildlife preservation, deepening its emotional resonance with both participants and the broader community.
Driving connection through creativity
The ‘Capture the Spirit’ campaign exemplifies the power of combining creativity, collaboration, and purpose. By celebrating the vibrant experiences of travellers to Tasmania and amplifying their stories, P&C helped Spirit of Tasmania not only promote its service but also solidify its reputation as a champion of Tasmanian tourism and culture.
This isn’t just a case of successful marketing—it’s a celebration of shared passion, authentic connection, and the unique spirit of one of Australia’s most breathtaking destinations.
Looking ahead, these efforts will continue to inspire more people to discover the beauty of Tasmania, while empowering new storytellers to capture its magic.