TOURISM TASMANIA AND HAVAS RED WIN PR IDEA OF THE YEAR FOR ‘ODD JOBS’ CAMPAIGN

In a proud moment for the team, HAVAS Red Australia has taken home PR Idea of the Year at the Mumbrella CommsCon Awards 2024 for its standout work on Tourism Tasmania’s Odd Jobs campaign.

The award recognises the campaign’s bold, original approach to storytelling—one that not only captured the attention of media and audiences alike but also reshaped how Australians think about life and work in Tasmania.

A Campaign That Celebrated the Unusual

Tourism Tasmania challenged HAVAS Red with a simple but powerful brief: inspire more people to consider Tasmania not just as a place to visit, but as a place to live and work. Rather than deliver a traditional tourism promotion, the HAVAS Red team leaned into what makes Tasmania truly distinctive—its quirks, its character, and its community.

The result was Odd Jobs: a campaign that spotlighted some of the island’s most curious and offbeat occupations, from truffle hunting and penguin guiding to cheese making and wilderness caretaking. The creative approach was grounded in authenticity but elevated by humour and heart—showing audiences a side of Tasmania rarely seen in conventional advertising.

An Earned-First Strategy That Drove Real Engagement

At its core, Odd Jobs was a brilliant example of earned-first communications. By leading with a story that naturally lent itself to media coverage, social conversation and word-of-mouth, HAVAS Red maximised impact without relying on traditional ad spend.

The campaign generated:

• Widespread national media coverage across TV, digital, radio, and print

• Millions of earned media impressions

• Thousands of applications from Australians eager to try an “odd job” in Tasmania

• Strong brand lift in terms of perception, curiosity, and intent to explore life on the island

It was a campaign that didn’t just capture headlines—it drove results.

Integrated Thinking, Real-World Impact

This award-winning work is a testament to HAVAS Red’s integrated approach. The agency brought together specialists across strategy, media relations, social content, influencer engagement and experiential thinking to build a campaign that felt cohesive at every touchpoint.

The Odd Jobs campaign also reflected HAVAS Red’s belief in purposeful storytelling—where the message matters as much as the medium. It wasn’t just about tourism. It was about identity, lifestyle, and a cultural invitation to be part of something different.

Recognition from the Industry—and the Public

Winning PR Idea of the Year at the Mumbrella CommsCon Awards cements HAVAS Red’s position as one of Australia’s most creative and effective communications agencies. It also signals a growing appetite among brands for campaigns that are meaningful, magnetic, and made to be shared.

Looking for an award-winning PR partner? Talk to HAVAS Red about how we can help bring your brand story to life.