Tourism Tasmania has launched Odd Jobs, a campaign to encourage Australians to swap their day jobs for a uniquely Tasmanian Odd Job this Off Season.
The tongue-in-cheek campaign, developed in partnership with HAVAS Red and supported by Starcom, features 10 different experiences designed by the Tasmanian tourism businesses: wombat walker, oyster organiser, sauna stoker, wine whisperer, paranormal investigator, cave conductor, true snuer, star seeker, puffer nut, and soaksmith.
“As temperatures drop during winter, we know Australians are seeking a well-being boost and a break from the daily grind,” Lindene Cleary, chief marketing officer at Tourism Tasmania, said.
“In contrast to their busy working lives, each ‘Odd Job’ is an opportunity to plunge into the heart of Tasmania’s Off Season in the spirit of adventure, whether it be creative stimulation or outdoor exhilaration, the company of animals, artisans, or absolutely no one – there’s an ‘Odd Job’ to suit everyone.”
To bring the campaign to life across earned and social media, Tourism Tasmania has recruited Australian comedian, writer, and actor, Josh Thomas to give fellow mainlanders insight into the skills needed for an Odd Job.
A 60-second video on Tourism Tasmania’s website showcases Thomas ‘on the job’ across Tasmania. Thomas takes George the wombat for a morning walk, tends the flames as the sauna stoker, discovers his inner green thumb at Clover Hill’s vineyard, and finds tranquillity while immersed in the waters of Great Oyster Bay as an oyster organiser.
Georgina Thompson, client services director at HAVAS Red, said: “Leading into winter, burnout skyrockets. In Tassie, working with your hands, engaging in anti-ordinary hobbies, and connecting with the earth is second nature. We thought, why not work with Tasmanian tourism operators to offer Aussies some seriously Odd Jobs?
“Whether it’s breathing in the fresh Tassie air while walking George the wombat, getting in touch with your spidey senses while investigating paranormal activity, or living your train-spotting dreams, one of Tasmania’s Odd Jobs could be just the thing you need to reconnect this winter.”
Sherie Meka, precision manager at Starcom, added: “Our role was to drive awareness of the campaign, maximising the amplification of the unique digital video content featuring the campaign ambassador, Josh Thomas.
“We’ve used a mix of social platforms, Meta to drive scale, but also LinkedIn to promote the ‘Odd Jobs’ amongst professionals that may be in need of a break from the usual 9-5. The campaign will also run across digital audio and podcasts in partnership with ARN.”
Australians can apply for one of 10 hands-on, uniquely Tasmanian Odd Jobs until 8 July via the Discover Tasmania website.
Each successful applicant receives travel, accommodation, and a local artisanal goods.
–
Top image: Josh Thomas