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Alpaca Featured in New Tasmanian Tourism Ad Campaign

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IT took Bob Brown, John X, Rob Pennicott, a wombat, an alpaca and 13 months to put it all together, but Tasmania as a tourist destination is about to be promoted to the world in a campaign widely hailed as the best produced by the state yet.

Part provocative, part amusing and a big step away from traditional marketing, Tourism Tasmania's new Go Behind the Scenery advertising mission has been released with industry stakeholders describing it as: "beyond anyone's expectations".

"The comments from our 24 industry operator board members are that this is the best tourism campaign ever, presenting the most exciting and probably the freshest image of Tasmania that has ever been put out to the market," Tourism Industry Council of Tasmania chief executive Luke Martin said.

Using MONA's museum and the Theatre Royal as focal points for the campaign, the television advertisement presents the state in all its quirky glory with an old-style circus feel, heavy on theatrics and featuring cameos from Tasmania's most famous locals.

Accompanying the advertisement – which will be broadcast on all television stations including pay TV on Sunday – is a range of print media posters of our most spectacular landscapes.

Other aspects to entice visitors to our "quirky, provocative, seductive, spooky, off-beat" holiday destination are:

A group of social media bloggers promoting the campaign to millions of followers.

Six online comedy videos starring John X who highlights Tasmania's five famous regions.

Thirty itineraries providing behind-the-scenes touring opportunities.

Outdoor advertising including "lift wraps" that will cover the doors of lifts in buildings in Sydney and Melbourne, featuring images of Tasmania.

The autumn campaign cost $1.3 million and $1.7 million was spent on the media strategy.

"This is a significant step away from traditional tourism marketing campaigns," Tourism Minister Scott Bacon said.

"In a sometimes comic and quirky way, the campaign encourages people who come to Tasmania to get to know more of our state and travel beyond the major population centres," Mr Bacon said.

Tourism Tasmania marketing director Kath McCann said Tasmania was well known for its stunning landscapes.

"[But] when you dig a little deeper it's the things that sit below the surface that are the real experience of Tasmania," Ms McCann said.