Partnership Case Studies

RMWilliams catalog cover

Tourism Tasmania works with wholesalers, retailers, airlines and others to encourage them to run promotions and campaigns that support and extend our marketing efforts.

See also How we put together a marketing campaign [PDF 42KB]

R.M.Williams

What we did

In early 2011, Tourism Tasmania worked with R.M.Williams to do the photoshoot for their new season range in Tasmania. The theme for the catalogue was ‘The Return to Heritage’ fitting well with Tasmania’s core offer of history and heritage.

Additional Promotion

R.M.Williams selected the locations to tie in with their catalogue theme. We approached niche travel provider, The Tailor, who put together 10 exclusive holiday packages, incentive offers and a competition for R.M.Williams’ customers.

Male model in country landscape

The Results

  • Locations in the north and northwest of Tasmania featured in the R.M.Williams catalogue, available to all R.M.Williams’ subscribers along with a flyer of travel offers and competition details
  • A full page article about Tasmania in the catalogue
  • Further Tasmanian content on the Heritage Highway in R.M.Williams’ OUTBACK magazine
  • In-store window displays and competition
  • Store displays in all 39 Australian stores including images with Tasmanian backgrounds
  • Flyer with travel offers in R.M.Williams carry bags
  • Extensive online campaign
  • Catalogue was also distributed and promoted in New Zealand
  • Campaign will roll out world-wide across R.M.Williams international markets as their autumn approaches, reaching key international audiences with our Tasmania promotions.

Oprah Winfrey

newspaper clipping

In 2010, the chance to generate interest through the Oprah Winfrey show was a one-off opportunity.

What we did

Tourism Australia and Qantas approached Oprah Winfrey’s production company, Harpo Productions, to come to Australia to shoot segments for the 25th and final season of the Oprah Winfrey show. Harpo Productions filmed segments for the series across Australia. Tourism Tasmania presented itineraries and story ideas to showcase Tasmania. These were finalised by Harpo Productions.

The results

  • Six high profile audience members and correspondent Gale King came to Tasmania to film segments and vignettes for the shows
  • 31 Tasmanian businesses supported the production which was organised by Tourism Tasmania
  • Tasmania had a 2.31 minute segment on the first of the four Australia programs with the highest rating of 1.811 million viewers
  • Estimated total of 40 million viewers worldwide
  • 9.7 million viewers in the US alone for the first program
  • Value of the Tasmania segment just in the US was around $2.29 million
  • The show aired numerous times in 147 countries
  • Several vignettes from around the state were shown over the four Australia episodes
  • Media coverage on the Oprah visit, including stories on Tasmania, ran around the world, across Australia and in Tasmania
  • Oprah.com, which receives over 7 million visits a month, has links to the itineraries of the audience visitors, video from the show plus additional information on Tasmania
  • Visits to Tourism Tasmania's US website doubled when the show aired.


March 2011