Our Brand

A World Apart, Not A World Away

Tourism Tasmania has launched a new tourism brand and integrated marketing campaign to promote Tasmania as a holiday destination.

The new creative pieces showcase Tasmania’s iconic, world-class experiences and destinations and the fact that Australians do not need to travel around the world to get to them. Quite simply, Tasmania is ‘a world apart, not a world away’.

The new tourism brand is the result of extensive consumer research and industry consultation and is the start of a long-term communications strategy that will see Tasmania’s tourism industry through the next three years.

Marketing 2010 - Overview

Tourism Tasmania will be active throughout all of autumn and winter with three core campaigns, providing an extensive range of opportunities for marketing your business, and increasing trade throughout the winter months.

The Winter of Festivals – an umbrella event for events and festivals held across the state during the months of April to August – is one of the most innovative ways to extend bookings through the all important winter season. It will also be a catalyst for industry to get more closely involved with events around the state.

Towards the end of April, the TV program Discover Tasmania series two will air nationally across Australia on the new 7TWO channel, supported by extensive online activity on Yahoo 7.

About the campaigns

The new campaigns all support the “World Apart, Not a World Away” brand, and build on the theme that visitors don’t need to travel overseas for world-class experiences – there is plenty to do in Tasmania in the cooler months. What’s different is that we will be harnessing the new wave of digital and social media opportunities, and adding the value of festivals and events to our mix more strongly than ever before.

Marketing has undergone a radical shift in the past two years, mostly driven by technology and the changing patterns of online behaviour. These new initiatives will allow tourism in Tasmania to engage with consumers through a variety of new mediums that will embrace digital marketing more extensively than anything we have done to date. It connects us into the vast array of social networks that form such an important part of where our consumers are exchanging their thoughts and experiences.

We will still appear in print and other traditional advertising media, but the more fluid online world gives us the opportunity to keep the tap running for longer, giving you more opportunities to dip in and out of campaigns as and when it suits your business needs.

The inaugural Winter of Festivals will be an enlightening and exhilarating program of events, providing us with a vehicle for extensive advertising, marketing and public relations activities.

Mark your calendar

• 22 January: first booking deadline for 2-month periods of advertising on discovertasmania.com
• 27 and 28 January: preliminary dates for information sessions (times and venues tbc)
• 2 and 3 February: preliminary dates for information sessions (times and venues tbc)
• 12 February: first booking deadline for Autumn/Winter campaigns, including Winter of Festivals

Zone marketing update

With all of this new activity taking place, it is important to note that the cornerstone of our consumer marketing activity – Zone Marketing – will continue, and will be in full swing during its second year of operation. The Autumn/Winter seasonal activity will complement and strengthen our established Zone marketing communications.

With regard to participating in the Zone marketing activity, there is still time to connect with the sales activity around the next version of Holiday Planners.

So, if operators have not yet connected with the sales effort around the Holiday Planner for your Zone, then make contact now with either the Zone Chair or project manager in your area to enquire about participation.

As you will have learned through the Zone groups, the marketing activity is expanding into new and creative areas that go well and truly beyond the production and distribution of the brochure. Don’t miss out on being a part of the second year of activities.

International focus on Tasmania

In April 2010 Tasmania will host the Australian Tourism Export Council (ATEC) Symposium.

This four-day conference, which includes social events, workshops, pre and post-familiarisation tours as well as the symposium program, will attract up to 500 delegates from within the tourism export sector, including leading inbound tour operators, wholesalers and retailers.

This is a grreat opportunity to showcase the very best that Tasmania has to offer – look out for details early in the new year as to how operators can make the most of this major event.