Tasmania Receives Media Exposure Worth Millions

20 February 2009

Last November’s Mark Webber Challenge generated an estimated $7 million of media exposure with more to come, Tourism Minister Michelle O’Byrne said today.

“A breakdown of the numbers shows just how far the message of Tasmania as a pure, beautiful, adventure-packed destination is being spread by this event,” Ms O’Byrne said.

“Television exposure is valued at more than $5m; print at more than $1M and magazines at more than $700,000.

“Mark Webber also consistently conveys the State’s brand message at every media opportunity through interviews, media releases, in sport and lifestyle print publications, and online.”

“These great figures will increase even further when a documentary of the 2008 Mark Webber Pure Tasmania Challenge is aired nationally and in Tasmania’s key international markets of North America, United Kingdom, Europe, New Zealand and Asia.

“It demonstrates that the $250,000 that the Tasmanian Government gives to support the event each year is money well spent.

“The event, held last November, is an internationally recognised premium adventure race which incorporates five days of trekking/running, mountain biking, kayaking and mystery disciplines across Tasmania’s stunning natural environment,” Ms O’Byrne said.

“The Mark Webber Pure Tasmania Challenge is aimed at the ‘luxury experience’ end of adventure-tourism pursuits, and serves as a living postcard, nationally and internationally, promoting what Tasmania has to offer to potential visitors.

“In addition to the global media value, Tasmania also benefits from Mark Webber’s personal philanthropic commitment to fund-raising for the Leukaemia Foundation and the plight of the Tasmanian devil.

“The celebrities Mark Webber attracts to the event add even more, with their passionate testimonials on and off-screen about their love of the event and Tasmania.

“In these challenging times, the huge amount of positive marketing this event is generating for Tasmania is wonderful news.

“It is through events like this that we will continue to promote Tasmania as one of the world’s greatest holiday destinations, and grow our tourism industry now and into the future.

“Unlike the opposition, who repeatedly fail to detail what sort of plan they would embark on, the State Government has a plan to grow Tasmania’s tourism industry, as we have been doing successfully for several years.”

Further information: Rod Scott 6233 2170