Visionaries
Business Events Tasmania
Case Study
Client: Business Events Tasmania
Sector: Government, Business Events
Services: Creative Development, Documentary Production, Campaign Storytelling
Objective
Business Events Tasmania (BET) launched the Visionary Program to position Tasmania as more than just a beautiful backdrop — to show it’s a powerhouse of innovation, research and leadership. The goal: highlight the people whose influence and expertise bring national and international conferences to the state.
BET needed a compelling way to tell those stories. Not just to celebrate the individuals, but to elevate the state’s identity in the competitive world of business events.
Series Trailer
Creative & Strategic Approach
We worked with BET over several years to build a campaign that was both cinematic and strategic — helping shape how Tasmania presents itself to the world of professional events.
At the heart of the campaign was a series of short documentary-style profiles, each one featuring a Visionary: leaders in climate science, marine engineering, agritech, public health, and more. These weren’t just interviews — they were carefully crafted narratives showing why these individuals choose to live and work in Tasmania, and how their presence helps bring ideas, events and people to the island.
To support and amplify the program, we developed:
A campaign trailer for use at major BET presentations and events (AGM, Premier’s Visionary Awards), weaving together highlights from the full series.
A ‘red carpet’ event video series filmed at the 2025 Premier’s Visionary Awards, where the inductees were formally recognised by the Deputy Premier. We captured live moments, atmosphere and on-the-spot interviews, distributed as social-first content across BET’s platforms.
2025 Premier’s Visionary Awards
Production Details
Video Types:
2–3 min Visionary Profile Videos
60–90 sec Program Trailer
Short-form Red Carpet Interviews
Distribution Channels:
BET LinkedIn, Instagram, Facebook, and official website
Played at BET AGM and Premier’s Visionary Event
Visionaries Featured:
Andy Lucas, Andy Flies, Catriona Hurd, Gretta Pecl, Pat Wongpan, Stephanie Trethewey, Fiona Turner, Sean Van SteelProduction Approach:
Minimal-footprint crew for authenticity and agility. Directed interviews, contextual b-roll, location shoots across Tasmania.
Visionary Profile Video - Stephanie Trethewey
Visionary Profile Video - Andy Flies
Outcomes
Major uplift in business event activity: In May 2025 alone, Tasmania hosted 12 events with 3,379 delegates — a 55% increase year-on-year, generating $12M+ in direct economic impact.
Strong digital performance: Visionary campaign content consistently outperformed BET’s typical social content, with video posts achieving 5× engagement on LinkedIn.
Event-driven results: Visionaries profiled in the series directly contributed to attracting major conferences — including the International Seaweed Symposium (500 delegates) and the National Hemp Conference.
Cross-sector credibility: The series drew praise from industry stakeholders and political figures alike — building confidence in Tasmania’s business event ecosystem.
Why It Worked
This wasn’t about hype — it was about real people doing important work. By showcasing Visionaries as both experts and proud Tasmanians, the campaign positioned the state as a place of substance and leadership. The video series delivered a trusted, human-centred narrative — helping BET shift perceptions, secure more events, and meet its ambitious growth targets.
“The Bakery take the time to really understand a project, as well as the people that will be involved. In our experience, their attention to detail and ability to produce incredibly high quality and professional content is unsurpassed."
