Supporting Tourism Tasmania with end-to-end communications spanning PR strategy, press office operations, statewide media famil management, product alliances and digital amplification.

Our work helped evolve the state’s destination brand into an emotionally resonant, experience-led proposition defined by its five regional passion zones and unified under the line “Tasmania: Feel the Difference.” This long-term program strengthened national awareness, generated sustained media interest and brought tens of thousands of travellers into the state through coordinated activity and year-round storytelling.

Tourism Tasmania introduced us to the Museum of Old and New Art (MONA), the internationally renowned private museum founded by David Walsh. We delivered the mainland PR launch of MONA FOMA, the opening publicity for MONA and its pavilions, and helped shape the communications foundations for Dark Mofo — now responsible for more than $54 million in winter economic impact, 188,000 visitor nights, and some of Australia’s most recognisable cultural moments.

This includes its signature Nude Solstice Swim, which has become a national media event drawing thousands of participants and widespread attention each year. Our integrated earned media, digital and experiential work helped build Dark Mofo into one of the country’s most influential festivals, driving early ticket surges, expanded airline capacity and more than a decade of cultural and economic impact.