Tourism Tasmania’s ‘Odd Jobs’ campaign secures international recognition  

Tasmania’s tourism offerings have been recognised on the international stage having secured two global awards at the 10th annual City Nation Place Global conference in London - the world’s foremost place branding and economic development conference and awards.

Tourism Tasmania’s ‘Odd Jobs’ campaign won the category of ‘Best Communication Strategy: Tourism’, beating 11 other finalists including Travel Alaska, Visit Scotland and Abu Dhabi.

These Odd Jobs are volunteer experiences designed by local tourism businesses around the state to showcase their unique value propositions and give volunteer applicants an alternative to the daily grind, with job titles such as Oyster Organiser, Paranormal Investigator, Truffle Snuffler, Star Seeker, Wombat Walker and Sauna Stoker.

Tourism Tasmania Chief Executive, Sarah Clark said 'Odd Jobs’ was a highly successful campaign that showcased Tasmania as a unique winter destination.

"It was an idea that put our unique tourism experiences and operators at the forefront, reaching a global audience of 1.3 billion including a four-minute segment on the BBC highlighting the ‘Wombat Walker’ Odd Job at East Coast Nature World," she said.

Adding to the success of ‘Odd Jobs’, the campaign also won ‘Best PR Campaign’ at  Australia’s Mumbrella Travel Marketing awards last Thursday night.

Brand Tasmania took home Best Citizen Engagement for their Tasmanian Youth Story strategy that engages Tasmania’s young people in solving social challenges.

Brand Tasmania CEO, Todd Babiak shared "we listened carefully to Tasmanian young people and learned a lot from them," he said.

"They’re eager to help build the state, for a sincere invitation from governments, businesses, and communities.

"It’s such an honour for Tasmanians to be recognised by the top place branding and economic development conference in the world. Small place, big brand."

Brand Tasmania was awarded City Nation Place's prestigious Place Brand of the Year in 2021, with the “Little Tasmanian” initiative also recognised in 2023's City Nation Place Awards.

Tasmania Acting Premier, Guy Barnett, says place branding is crucial in enhancing Tasmania’s tourism and trade opportunities, as well as empowering our communities and showcasing our values as a State.

Acting Premier Barnett advised “Tasmania has what the world wants, and to be recognised not once, but twice on a world stage is a fantastic achievement, proving Tasmania punches well above its weight.

The awards follow the Tasmanian Government’s investment of an additional $4 million in destination marketing under the 2030 Strong Plan for Tasmania’s Future, ensuring the state remains competitive in national and global markets.