The Spirit of Tasmania is a ferry operator sailing between Victoria and Tasmania. 'The Spirited Traveller' is a platform we developed to capture the mindset of those who'd rather take their own car, take more time and have a memorable on-board experience.
A combination of brand and frequent retail campaigns gave me the space to cultivate a tone of voice that was at once whimsical, friendly and relatable. We were able to evolve the brand experience to include exploring the hidden gems in Tassie and show off some of the best that the Apple Isle can offer.
Script:
The spirited traveller packs more than a bag.
They journey on four wheels, two or none at all.
They carve their stories on unwritten paths.
And crave the unique and unexplored.
They show their little devilish side or
Hope to find it along the way.
And they know when to unwind
And when to wind it up a gear.
To all the curious ones, we say
Come aboard Spirit of Tasmania.
Be a spirited traveller.
My role: writer, designer, art director