'There's a Place...' Phase Three (Autumn 2012)

Between 12 February and the end of June 2012, Tourism Tasmania is conducting a burst of increased advertising and promotional activities to encourage Australians to consider and purchase a Tasmanian holiday during the autumn and early winter period. Most of the advertising will occur in March, April and May.

The program of advertising and promotional activities supplements Tourism Tasmania's year-round marketing programs, and aims to convert the heightened interest created from previous campaigns and interstate marketing activities into actual travel.

Phase 3 of the "There's a place....” promotion focuses on Tasmania's strengths as a touring holiday destination and incorporates the findings of tracking research and tourism industry feedback from Tourism Tasmania's 2011 campaigns.

Target audience

For its domestic marketing activity, Tourism Tasmania focuses on a target audience who represent the best prospects for holiday travel to the state. They reside mainly in NSW, Victoria and SE Queensland, are already predisposed to coming here for a holiday, and have spent more than $200 a day or more than $2000 on their last trip.

Advertising spend

In addition to Tourism Tasmania's ongoing marketing activities, the Authority is investing around $800 000 on additional print and online media advertising to promote Tasmanian touring holiday experiences, deals and offers between February and June 2012.

Advertising partners

All print advertising in Phase 3 of the "There's a place....." promotion includes a travel offer which is provided by a distribution or local tourism industry partner.

Distribution partners are a vital part of the promotion. They play an important role in being able to help people plan and purchase a Tasmanian holiday deal or package. Their participation complements Tourism Tasmania's own destination brand advertising by promoting specific holiday offers and deals which stimulate bookings and travel.

Between February and June, Tourism Tasmania will be working with a number of distribution partners including TasVacations, Virgin Australia, Jetstar, Webjet, Wotif, Travelscene American Express, Expedia, Flight Centre, Qantaslink, Sunlover (Travelpoint) and Spirit of Tasmania.

Local tourism businesses directly involved in the promotion include Innkeepers Tasmania, Lenna, Pennicott Wilderness Tours, Hollybank Treetops Adventure, Quest Hotel Launceston, Tidal Waters, Stanley Seaview Inn, Circular Head Tourism, Tall Timbers, Risby Cove, Heritage Cruises, Discovery Holiday Parks, Saffire Freycinet, Wrest Point, the Country Club Launceston, Cradle Mountain Chateau, Strahan Vilage and the Gordon River Cruise.

Measuring and monitoring

A range of measurement tools will be used to monitor the performance of the advertising and media used, including targeted campaign tracking to measure the effectiveness of print and online media and the advertising message.

In addition to formal tracking, Tourism Tasmania works closely with its distribution partners to measure the results of the marketing activities. Not only do our distribution partners play a crucial role in being able to help people plan and purchase a Tasmanian holiday deal or package, but they are also the primary means of monitoring changes in the volume and value of Tasmanian holiday bookings being made during the promotion.

Complementary promotions

Tourism Tasmania is involved throughout the year in other promotions with tourism operators and sector groups that complement the seasonal marketing activity. Tourism Tasmania is currently supporting a number of promotions between February and June 2012 that will complement our own activity.

They include but are not limited to the following:

• In February 2012, Tourism Tasmania is working with TNT Magazine, the Backpacker Operator Network of Tasmania and industry operators to promote Tasmania to TNT Magazine‟s audience of 33,000 readers weekly.
• Tourism Tasmania will participate with Blooming Tasmania Inc. at the Melbourne International Flower & Garden Show at the end of March. Travel packages to Tasmania will be available at the event along with guest appearances of Tasmania‟s Tino Carnevale from Gardening Australia.
• As part of Tourism Tasmania‟s ongoing partnership with QantasLink‟s Spirit inflight magazine, the autumn edition will include a 5 page feature on golf in Tasmania, plus an additional 3 pages on Tasmanian whiskey distilleries.
• The 2012 March/April edition of Australian Geographic magazine will include a three-page feature on 10 Great Reasons to visit Tasmania (in response to a survey of AG readers who indicated Tasmania was their number 1 destination of preference).

Further information

For more information on the campaign, including complementary promotions and a media schedule, download There's a place... factsheet [PDF 205KB].

For further information contact Phil Souter, Corporate and Media Relations Coordinator on 6230 8110 or email phil.souter@tourism.tas.gov.au