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Press Release
Taking Tasmania to the World
12 June 2008
The $8 million Tasmanian Brand Project announced in today’s State Budget will enhance Tasmania’s profile throughout Australia and the rest of the world.
The Minister for Economic Development and Tourism, Paula Wriedt, said the project was about positioning Tasmania and allowing the State to maximise its potential.
“The existing work through organisations such as Tourism Tasmania, the Vegetable Council and Brand Tasmania will be complimented by this broader approach that will tell a much bigger story about what we have to offer,” Ms Wriedt said.
“We want to build on our existing reputation and send a clear message that Tasmania is a place to live, work, visit and invest in.
“A comprehensive plan of new and existing activities will showcase the superb competitive advantages Tasmania has.
Ms Wriedt said there were a number of cities and countries across the world that have benefitted from long-term place-branding campaigns.
“London, New Zealand and Switzerland have all established themselves through this place-branding instead of more traditional product-branding,” she said.
“Through our vegetables and wines, our mineral and engineering exports, and our arts, heritage and stunning landscapes, we have established a reputation for excellence.
“This project is about creating an overall sense of what Tasmania stands for as a brand.
“Any product, service or destination labelled Tasmanian should be seen globally as being of the highest quality.
“This will attract investment funds from those who want to build their business on the strength of that brand.”
Ms Wriedt said in the coming weeks, the project team will begin to formulate a strategy and start planning the campaign.
“This is not as simple as creating an advertising campaign or a new logo,” Ms Wriedt said.
“The Tasmanian Brand Project will be a collaborative exercise involving both the public and private sectors.
“Across government and industry there will be a clear set of themes that will build the overall brand identity of Tasmania.
“We have long known what we have to offer here, now it’s time to get the message out to the rest of Australia and the world.”