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Press Release
Tassie Holidays Promoted on German Radio
20 April 2008
Tasmania is dominating the German airwaves as part of a three-week advertising campaign on Germany’s biggest public radio station, SWR3, representing another international coup for the State.
The Minister for Economic Development and Tourism, Paula Wriedt, said the promotion comes after Tourism Tasmania hosted 75 competition winners and a SWR3 radio crew for a week-long tour of Tasmania last year.
“During their November visit, the SWR3 crew broadcast live from Tasmania to around 3.1 million German listeners every day.
“This new promotion sees Tourism Tasmania joining with Qantas and Aussie Specialist tour operator Karawane Reisen to promote a number of Tasmanian package holidays on prime-time radio,” Ms Wriedt said.
Since 7 April, SWR3 has been broadcasting the Tasmania advertisements twice daily, during the peak morning and evening timeslots.
“The campaign is part of Tourism Tasmania’s international marketing strategy to increase the awareness of the State in Germany, particularly for nature and outdoor activity lovers,” Ms Wriedt said.
The on-air promotion is being supported by a strong online campaign, with Karawane Reisen creating a dedicated Tasmanian website (www.allestasmanien.de) . The German homepage of Tourism Tasmania’s consumer website, discovertasmania.com, also features direct links to Karawane Reisen/Qantas Tasmanian holiday specials.
Ms Wriedt said the German campaign is yet another international promotion that will see Tasmania’s profile continue growing.
“This international profile was also boosted in Japan last weekend when Tasmania became the first destination to feature in a new Eco-Tourism series on Japanese television.
“Japan’s national broadcaster, NHK, screened the 50-minute, high-definition program on Sunday evening, with live crosses to presenters at Tasmania’s Trowunna Wildlife Park being beamed into Japan via satellite TV.
“The Tasmanian program focused on Tasmania’s World Heritage wilderness experiences and wildlife around the Cradle Mountain National Park.
“Tasmania’s international profile has received an enormous boost this month, with media exposure across the world and more to come, including the screening of the three Tasmanian episodes filmed by US wildlife celebrity Jack Hanna later in the year,” Ms Wriedt said.