Zone Marketing Strategy

FAQs | Zone Group Membership | Holiday Planners

Zone marketing is a new approach to the way we market Tasmania.

It uses market knowledge and insights to provide regional Tasmania with new growth opportunities and consumers with a more logical and accessible holiday offer.

Zone marketing sees the traditional three administrative zones replaced with five marketing zones that better fit the way visitors perceive Tasmania.

The Five Zones

The five marketing zones are:

• Hobart and Surrounds
• East Coast
• Launceston, Tamar and the North
• North West Coast
  
• Western Wilderness.

Need for Change

The need for change is a result of the most extensive consumer insight study conducted in the State for many years.

Tourism Tasmania’s Perceptions Study showed that while potential visitors to the State articulate some aspects of Tasmania well, for example our natural wilderness, our clean and green environment, and our good wine and produce, they don’t have a depth of knowledge about Tasmania or its other diverse offerings.

Zone Marketing is a response to this consumer need and provides a way to more clearly and directly talk to potential holidaymakers.

So while we will maintain our ‘nature’ positioning, we will also work to bring other activities and experiences to the forefront.

These include, but are not restricted to, beach and coastal experiences, unique shopping opportunities, adventure-oriented activities, dining and culture.

See Shining the Light on Customer Perceptions (Insights Study)