Hobart built a global reputation on MONA and its food scene. Your social content should draw on that same identity.

Since MONA opened in 2011 and drew 2.5 million visitors by 2022, Hobart has built an international reputation as a creative, food-and-culture-driven city, what's often called the 'MONA effect.' For Hobart hospitality, arts and retail brands, that reputation is a genuine content advantage: an audience that already associates the city with quality food, design and cultural experiences, which lowers the barrier to earning attention on social platforms.

For Hobart businesses outside tourism and hospitality, the opportunity is different: a small, tight-knit local audience where community-oriented content and genuine local presence tend to outperform polished big-city advertising. We tailor tone and content strategy to which of these audiences a Hobart business is actually building for.