Case Study: Tourism Tasmania, August 2006

Client: Tourism Tasmania

Brief: Tasmania is famous for its unspoilt wilderness but less so for its culture. Tourism Tasmania wanted to build a campaign around the Tasmanian Symphony Orchestra's (TSO) August season in Sydney. Barking Owl Communications won the pitch and engaged Breakaway Content to create a podcast.

Action: Breakaway Content put together an outline of a suggested feature on the TSO, giving Tourism Tasmania and the orchestra's marketing manager a clear idea of what would be required.

Over two days in Hobart, we researched and recorded a feature, including interviews with the orchestra's managing director and chief conductor. The feature was evolving constantly as we spoke to people, saw Hobart and, above all, met the orchestra.

It was not until we returned to the studio that the shape of the feature was finalised. When it was, we wrote a script for Leo Schofield and recorded his narration of the piece.

The difference: Breakaway Content conceived this as a travel feature. It would have been a mistake to approach Hobart with a rigid idea of how best to put across an orchestra we had never seen in a city we had never been to. That's where our experience in researching and putting together features over 10 years came in.

We worked with Tourism Tasmania on the ground to speak to the right people and adapt as we went to capture the audio that would reflect the orchestra, it's place in the Tasmanian community, and the reasons visitors should travel to Tasmania to hear it play. Notably, for instance, it came out during our time in Hobart that the orchestra often goes to the Baa Bar across the road after a concert. A recording was made there, which added life and colour to the piece.

Working with Breakaway Content, you are working with journalists who can think on their feet, researching and building a story as they go. You're not just getting a recording studio and a voiceover artist working from a script that you have to write. You're getting content experts who work with you, using their expertise to tell your story.

Client feedback: Tourism Tasmania has now commissioned a series of podcasts from Breakaway Content. Additionally, we are working on other referrals from Barking Owl Communications.