Business Events Tasmania

1. Trade Advertising Concept & creative – Be Conferdent

The ‘Be Conferdent’ was developed to attract Conference, Meeting and Incentive (MICE) professionals to consider Tasmania as destination for large scale conferences. Creating a hybrid word between Confidence and Conference – the campaign aimed at using humour to deliver the key message that Tasmania can deliver large scale conferences. This campaign was a highly differentiated approach in a relatively serious MICE sector.

2. Positioning Concept – #1100 Reasons Campaign

#1100reasons concept was developed as an integrated positioning campaign to deliver the frame work for ongoing campaign activity, predominantly for the annual publication, advertising schedule and social media activity.

The concept delivers Tasmania’s ‘large conference capacity message’ – Tasmania is able to cater for conferences up to 1100 delegates, a perception gap that was highlighted in 2015 research. The campaign idea also provides a framework to deliver client messages through the question “what is you your reason” for choosing Tasmania.

** Veney Hiller delivered the strategy, concept and initial design direction. Client and incumbent agency delivered tactical execution.