Our Brand

A World Apart, Not A World Away

Tourism Tasmania has launched a new tourism brand and integrated marketing campaign to promote Tasmania as a holiday destination.

The new creative pieces showcase Tasmania’s iconic, world-class experiences and destinations and the fact that Australians do not need to travel around the world to get to them. Quite simply, Tasmania is ‘a world apart, not a world away’.

The new tourism brand is the result of extensive consumer research and industry consultation and is the start of a long-term communications strategy that will see Tasmania’s tourism industry through the next three years.

Current Marketing Activity: Aug - Oct 2009

Marketing activity based on the new brand commenced on 24 August 2009 and will run through to 25 October 2009 in the target markets of Sydney, NSW and Melbourne, Victoria.

This highly integrated marketing activity is delivering branding and mechanisms for consumer conversion through print and digital media, and through partnerships with retailers, wholesalers, and strategic partnerships.

Print

Media

A creative strategy based around five images of Tasmanian icons will be distributed through popular Australian magazines Good Weekend, Sydney Magazine, Melbourne Magazine, Sunday Magazine, Australian Gourmet Traveller, Australian Geographic, and Virgin Blue’s in-flight magazine Voyeur.

Media activity will continue with full-page advertisements built around a further five icons, this time with the addition of attractive deals to stimulate demand.

Booklet

The full-page zone icon advertising will also feature in a new zone booklet that will bring together all of Tasmania's zone advertising into one stylish publication.

The booklet will contain five zone pages with 10 holiday packages, with a further four pages dedicated to Tasmanian experiences with eight complementary holiday packages inviting consumers to make a booking.

A total of 700 000 copies of the booklet will be distributed through Fairfax’s Sydney Morning Herald and The Age nespapers.

See Campaign Booklet [PDF 6MB]

Digital marketing

The digital component of the campaign will run from 13 September 2009 to 18 October 2009.

Online content will consist of five online advertisements, each based on an icon from Tasmania’s five zone regions. Content will be distributed across a range

of digital media outlets including Fairfax digital news and business websites.

All click-throughs will go to discovertasmania.com

Public Relations

Hot Lunches

This existing Fairfax initiative takes foodies to lunch. The lunches are usually held in Melbourne or Sydney’s top restaurants, and advertised in the Sydney Magazine and the Age newspaper’s Melbourne Magazine and supported by EDM. 

The concept of Hot Lunches is based on research that shows that word of mouth is a powerful motivator for our target markets.

Foodies will be flown to Hobart from Sydney and Melbourne and transferred to Peppermint Bay by Hobart Cruises for lunch. The group will receive gift bags with a sampling of Tasmanian produce, the campaign booklet as well as some hot travel deals. Bookings for lunch will be made through Tas Vacations and there will be an opportunity to up sell pre and post lunch.

Sunrise ‘Weather’

The 7 Network Breakfast Show, Sunrise, will broadcast the weather from Tasmania for one week commencing 12th October.

Over the five days, Sunrise Weather will broadcast from a different location each day with six weather crossovers a day. 

Tourism product will be showcased in each of the six weather crossovers.

Jetstar will partner Tourism Tasmania with daily Tasmanian Sunrise deals.

Visiting Journalist Program

Tourism Tasmania has proactively targeted a range of journalists and publications to showcase Tasmania, the experiences and products.

Confirmed visits include journalists from ‘Traveller’ section of the Sydney Morning Herald and the Age; Canberra Times; Australian Gourmet Traveller; News Limited; Travel + Leisure magazine; Notebook magazine; Qantas inflight magazine; Australian Financial Review; the Australian newspaper’s Wish Magazine; and Getaway.