Electric storytelling for an iconic destination
Through Adventure.com, Good&Proper worked with Tourism Tasmania and Jeep on a double-header brief.
Tourism Tasmania wanted to promote Tassie to a new, sustainably minded travel audience. Meanwhile, Jeep wanted to launch its first-ever EV, the Avenger, to an EV-curious crowd.
Our response? ‘Electric Flavourland’. A four-part mini-documentary series that saw Tasmanian chef, Lilly Trewartha, drive the Avenger all over the Apple Isle to spend time with Tasmania’s most sustainable and innovative producers and restaurateurs.
Our goals? To celebrate Tasmania and the Avenger, normalise EV road-trips, and champion sustainable food choices.
Tourism Tasmania x Jeep
Electric Flavourland
Partnerships that go the distance (in an EV)
Results
1.4m reach
340k video views
113k article views
2x award nods
250+ assets
Nominations
2025
Finalist: Best Use of Video | Mumbrella Publish Awards
Finalist: Best Brand Partnership | Mumbrella Travel Marketing Awards
“Authentic storytelling, epic partners and seamless integration are a must for us, and the Adventure.com team nailed it.”
—Symon Van Haalen, Senior Brand Manager, Jeep
Let’s talk.
hello@goodandproper.co
36-38 Gipps St
Collingwood
Melbourne