Our objective was to get Tasmania on the travel agenda. Our challenge was to punch above our weight – to be heard with a small marketing budget. Our strategy was to, amicably, ambush the launch of the movie ‘Australia’ and make Tasmania the real star of the movie; to ensure Tasmania received more that its fair share of exposure despite not featuring in the film and being left off the map of Australia on all promotional material.Our solution? Create our own ‘movie’: Tasmania. Bigger than Australia. And hijack the media surrounding the ‘Australia’ premiere to ensure maximum PR coverage.Three 60 second movie trailers were created as well as movie posters and a dedicated microsite, complete with behind the scenes videos and directors commentary.

The results speak for themselves with 51,300 YouTube views, 16,000+ visitors to tasmaniathemovie.com and strong media coverage including, LA times, New York Post and London's Daily Telegraph.

For a small island, Tasmania had a big story to tell.We created all the materials you would see for traditional movie promotions. ‘Coming Soon’ posters were created prior to the trailer and microsite being launched, which ran in the SMH and The Age as well as forming part of a media kit to drive PR.

Two hero movie posters were shot featuring typical movie scenarios. These ran on digital screens in cinemas and as small space press in cinema classifieds and entertainment packages.

Three 60 second trailers were produced. The hero trailer ran in cinemas as a follow on from ‘Australia’. They were also sent to mobile phones via Bluetooth in train stations, distributed via eDM and seeded on YouTube. The two other trailers formed part of the tasmaniathemovie.com microsite which was also home to downloads, directors commentary and behind the scenes videos.

We achieved what we wanted to achieve and more. People laughed, people talked about us and people engaged with us. We definitely received more bang for our buck.The results speak for themselves: • 51,300 YouTube views• Strong media coverage including, LA times, New York Post and London's Daily Telegraph.• 16,000+ visitors to tasmaniathemovie.com