Tasmania’s Odd Jobs campaign has generated a global reach of 1.3 billion since launching on 17 June.
Launched by Tourism Tasmania as part of this year’s Off Season campaign, the playful new initiative is focused on encouraging Australians to take a break from their day jobs for a one-of-a-kind Tasmanian Odd Job experience this winter.
Premier and Minister for Tourism and Hospitality Jeremy Rockliff said this is an incredible result for Tasmania.
“While holiday messages are often centred around sunny destinations, Odd Jobs has really shifted the conversation on what a unique winter break can look like in Tasmania,” the Premier said.
“As part of our 2030 Strong Plan for Tasmania’s future, we are sustainably growing our visitor economy through strategic investments, including increased marketing.
Included in the more than 1330 pieces of news and social media across 21 countries that have shared the story are: BBC World News and radio outlets, CNN, Vanity Fair France, Metro UK, the Sun, the Independent, SBS Chinese, India Times, Good Morning Cape Town, Huffington Post France. National coverage includes; The Today Show, The Morning Show, Ten News, 9News, ABC national news and radio outlets and news.com.au.
“We know this winter is challenging for some of our tourism and hospitality businesses, which is why it’s so important to continue investing in winter marketing initiatives to drive visitors to the state and support our regions during the quieter months,” Premier Rockliff said.
Tourism Tasmania’s Acting CEO Vanessa Pinto said the Off Season campaign is focused on changing the way people think of winter holidays in Tasmania, and Odd Jobs is definitely helping to get the message out there.
Ten tourism operators across the State are offering Odd Jobs that explore some of our island’s most wild, weird and wonderful workplaces.
Tourism Tasmania’s ‘Odd Jobs’ is accepting applications, including from Tasmanians until 8 July 2024, via the Discover Tasmania website.