Our launch strategy entailed an exclusive preview event of the Off Season to 50 travel, lifestyle and F&B media and influencers, working closely with an event production agency to bring to life Tasmanian winter.
MINT seeded stories at the event, followed by a mass, targeted press outreach and a fully-fledged media famil programme. The campaign included a partnership with Virgin Australia facilitated by MINT and in-flight activation to drive further press and awareness.
- MINT generated widespread media coverage of the Off Season in leading national consumer titles, driving talkability and buzz for Tasmania as a holiday destination.
- Total reach: 2,085,500
- Total media clips: 56
- Total ASR: $278,671