Hawthorn Football Club is proud to partner with City of Launceston and Visit Northern Tasmania to launch an innovative intra-state Travel campaign, encouraging Tasmanians to visit Launceston and the north during the upcoming school holidays.
The campaign leverages the Tasmanian Government’s Make Yourself at Home tourism recovery initiative which aims to get Tasmanians travelling safely and supporting local tourism industry while traditional interstate and international travel are paused.
The campaign utilises a personalised video platform that integrates target audience data within the video to generate a personal invitation to ‘Make Yourself at Home in Hawthorn’s Tassie Home’.
The video was filmed in and around Launceston and features several Hawthorn football players in cameo roles seeing them wait tables, serving at a cellar door, driving an uber, checking in hotel guests and pouring coffees at a café. A number of Launceston’s signature experiences are showcased within the video, presenting the recipient with an aspirational break to the city Hawthorn has called its second home for the last 20 years.
The campaign targets football families across Tasmania, through integration of AFL Tasmania subscription data, with a view to encouraging a visit to Launceston and the north during the upcoming school holiday period.
Hawthorn CEO Justin Reeves highlighted that the Hawks partnership with Tasmania is about so much more than football.
“Over 20 years, our partnership with Tasmania has evolved and become about more than simply playing footy in Tasmania. Some of the really important elements of our partnership focus on the Hawks providing active and innovative support to Tasmania to drive economic and social outcomes for Tasmania,” said Reeves.
“In a year when our club’s traditional contribution to Tasmania’s visitor economy has been challenged, we have looked for new and different ways to continue to make a meaningful contribution to these areas for Tasmania and have been excited by the challenge and the opportunity to continue to work closely with City of Launceston and Visit Northern Tasmania.”
City of Launceston Mayor, Albert Van Zetten said the city is particularly proud of its long-standing partnership with Hawthorn.
“AFL football has been a wonderful addition to our winter calendar of events in Launceston for more than two decades,” said Van Zetten.
“This initiative provides the ideal platform to showcase why Launceston was chosen as the home of the Tasmanian Hawks all those years ago and we are excited to leverage this partnership to invite Tasmanians from all corners of our state to make themselves at home here.”
Visit Northern Tasmania CEO Chris Griffin further emphasised the value of the long-standing partnership.
“Visit Northern Tasmania has a long-standing partnership with Hawthorn Football Club. A normal fixture of games across our cool season provides essential trading for our local visitor industry. This year’s challenges only offer us new ways of working with the club in promoting our region.”
The Make Yourself at Home in Hawthorn’s Tassie Home video campaign was jointly funded by Hawthorn, City of Launceston, Visit Northern Tasmania and was given valuable support by AFL Tasmania and Tourism Tasmania.