Marketing Campaign

Autumn Campaign 2008 - Island of Inspiration

Campaign strip advertObjectives
Tourism Tasmania's Island of Inspiration interstate marketing campaign has an overall objective of attracting Australians to visit Tasmania on their next holiday.
There are a number of objectives specific to the Autumn 2008 interstate Island of Inspiration campaign as follows:

  • To further build on the Island of Inspiration brand positioning;
  • To develop the print advertising to better support the television commercial by evolving it to provide a deeper explanation of the inspiring travel experience and the various regions across Tasmania.
  • To incorporate the new regional marketing zones into all marketing mediums.

Strategy
The Island of Inspiration positioning articulates visitors experience when they travel in Tasmania.  Tasmania provides amazing interactions in extraordinary places and the Island of Inspiration campaign communicates the experiential benefits of this amazing state.

Target Markets GraphicThe imagery used in the campaign takes the consumer through a number of inspirational experiences across the state, communicating its magical, epic, wondrous, wild, idyllic and immersing qualities.

Target Markets
Tourism Tasmania’s consumer target market is the state’s Most Profitable Prospects (MPPs) who can be further broken down into three core groups outlined in the following table:

Media, Creative & Timeline
The key geographic areas focussed on in this campaign are metropolitan Sydney and Melbourne, regional NSW and Victoria and south-east Queensland.

Creative execution of the campaign consists of television, print advertising and billboards.

Double page spread - ONE.

 

 
campaign mini of print ads

How do you like your water? Still, sparkling or rapid?

Double page spread - TWO.

 

 
campaign mini of print ads

No artificial colours, flavours or people.

Double page spread - THREE.

 

 
campaign mini of print ads

Youtopia.

Double page spread - FOUR.

  
campaign mini of print ads

A younger looking you in just 7 days.

Double page spread - FIVE.

  
campaign mini of print ads

Hobart. As sophisticated as a basecamp can get.

Print advertising
The print creative consists of five executions starting with “How do you like your water?. Still, sparkling or rapid?” in a double page spread format in the Fairfax magazine, Good Weekend, on 23 February, 2008, and followed with a double page spread format in Sydney and Melbourne Magazines on the 28 and 29 February.  The final print advertising placements appeared in early April 2008. Billboards

Outdoor Billboards
Strategic billboard locations in Sydney and Melbourne were selected and included the following creative displays during March.

Television Commercial
A 45 second commercial similar to that initially launched in February 2007 was used in this phase of the campaign, in the following locations starting week commencing 03 February, 2008:

  1. National SBS & Pay television stations
  2. Free-to-air metropolitan Sydney & Melbourne, Regional NSW & Victoria.
  3. South-east Queensland.

Details of the specific media schedule can be obtained by contacting our Marketing Team.