TASMANIA has a dark, eerie, cold and bracing history and climate. It’s horrid stuff, and we love it.
At least, that’s the new marketing campaign angle from the Museum of Old and New Art that is being adopted by tourism operators around the state who are choosing to revel in our cold and dark reputation, as a holiday destination.
The “Get into bed with MONA” campaign invites visitors to stay longer, because many interstate visitors to MONA stay briefly or even come down just for the day, says marketing manager Brooke Copping.
“We are doing the opposite to what everyone else has ever done to promote the state,” Copping said.
“Our ads use dark, brooding shots of the wintry landscape, Port Arthur and outdoor experiences.”
While MONA’s “sex and death” theme is a constant, this campaign is a reflection of the current trend towards embracing a “Tasmanian gothic” movement across the state’s creative industries.