Industry Partnerships the Key to Tasmania’s Autumn Tourism Campaign

26 February 2009

Minister for Tourism, Michelle O’Byrne, today launched the State Government’s autumn marketing campaign, valued at more than $2.9 million.

“From an investment by Tourism Tasmania and our tourism industry of $1.5 million, we have secured additional media support to create a campaign which virtually doubles our original investment and significantly increases the audience we can reach,” Ms O’Byrne said.

“This makes it one of the biggest seasonal tourism marketing campaigns Tasmania has undertaken in a number of years, and has being achieved through a strong partnership between Tourism Tasmania and our tourism industry.

“The first phase of the campaign started in early February with the release of five new Zone Holiday Planners. These have proved remarkably popular with potential visitors to the state, with more than 3,400 individual planners being ordered from the Launceston contact centre in only the first three weeks after the launch.

“Additionally during the same period, more than 4,000 were downloaded from the discovertasmania.com website.”

The release of the Holiday Planners has been supported by a number of marketing activities to entice visitors to Tasmania during this most attractive time of year.

A 30 second television advertisement has been running during primetime on SBS nationally since their release, and will shortly be followed by 10 weeks of 15 second specific Zone commercials.

Each Zone has a unique advertisement highlighting its own character and particular attractions. These advertisements will commence on Sunday and run until the 8th of May.

“Phase Two of the campaign utilises Tourism Tasmania’s strong partnership with Fairfax Media, and takes full advantage of their range of online and print media,” Ms O’Byrne said.

“A broad range of media will be used to promote Tasmania as part of our campaign, including editorials, advertorials, press advertising and online banners and links.

“Then there is a clever PR campaign, delivered via a series of ‘installations’ in the Melbourne CBD, where each Zone will have a day promoting their area to many thousands of people.”

Phase Three of the campaign is the screening of a new 10-week series of the highly successful Discover Tasmania Television program, produced in conjunction with Southern Cross Television.

Over six million viewers nationally enjoyed the first series, and for the new episodes, host Ed Halmagyi is joined by All Saints actor Jack Campbell.

Southern Cross Tasmania will commence screening the series on Thursday 23 April 2009 at 7.30pm.

“A site is also being developed on discovertasmania.com to promote the series and provide interaction for interested consumers,” Ms O’Byrne said.

“Network 7 has also confirmed the series will be broadcast nationally with the Network and its affiliates, commencing 27 July. This will also be supported with a television advertising schedule during the broadcast.

“It is partnerships like those we have developed for the Autumn campaign that will be crucial if we are to continue to grow tourism in this State in the coming months and years.

“We are working to a plan for tourism which has been formulated with input and investment from our industry. This is yet another great tourism partnership and one that I believe is envied by many other States and Territories.

“The Autumn Campaign is a very exciting part of that plan, and a great example of the spirit of cooperation that Tourism Tasmania has been working to foster with the entire tourism industry.”

Further information: Sue Bailey: 6233 2305