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April, 2024

Tourism Tasmania and Starcom Australia collaborate with Guardian Australia for ‘Tales from the Island’ content partnership

Tourism Tasmania and Starcom Australia have joined forces with Guardian Australia in a content partnership.

The collaboration is part of Tourism Tasmania’s integrated campaign, ‘Come Down for Air’. Guardian Australia was selected for its focus on sustainability and positive impact, aligning with Tourism Tasmania’s values.

The partnership includes a series of original feature articles, dynamic audio and visual guides, social videos, and an immersive content hub on The Guardian Labs, Guardian Australia’s branded content website. The content series, titled ‘Tales from the Island’, highlights Tasmania’s food and drink offerings, wilderness adventures, and arts and festival scenes. The content is also amplified across The Guardian Labs Australia’s social media channels.

“What makes Tasmania so special is not just our unique experiences and incredible produce, but the people and communities behind them,” Sarah Clark, Tourism Tasmania’s CEO, said. “It’s been great to partner with Guardian Australia to help tell some of these stories, from the makers behind our world-class whisky to the science behind our love of cold ocean plunging. We hope these stories inspire Australians to become ‘winter people’ and come and experience Tasmania in the cooler months.”

Starcom Australia’s Business Director, Mina Savjak, emphasised the importance of the partnership with Guardian Australia.

“Partnering with a publisher such as Guardian Australia, which not only has its finger on the pulse of the cultural conversation but also aligns to Tourism Tasmania’s values as a brand and tourism organisation, was key to our digital content strategy this year. We are proud to have brought together these two strong cultural brands to create engaging and quality content for our audience and consumers.”

Guardian Australia Content and Strategy Director, Justine O’Donnell, expressed pride in the quality of the content produced.

“I’m extremely proud of the calibre of creative output from my team at Guardian Labs, and the ‘Tales from the Island’ series exemplifies what we do so well – genuinely interesting and insightful editorial with the premium quality our audience has come to expect.”