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Wednesday, January 25, 2006

NEW CAMPAIGN TO INSPIRE TASMANIAN HOLIDAY - Paula Wriedt, MHA - Tasmanian Government Media Releases

NEW CAMPAIGN TO INSPIRE TASMANIAN HOLIDAY - Paula Wriedt, MHA - Tasmanian Government Media Releases

A new-look holiday marketing campaign positioning Tasmania as an inspiring island experience will cut through the clutter of holiday advertising on mainland Australia.

Tourism Minister Paula Wriedt said Tourism Tasmania is about to start phase nine of its highly successful destination marketing campaign to increase preference for the State as a holiday destination, and more importantly, to increase the number of people intending to holiday in Tasmania now.

“This campaign is different to past marketing, and follows extensive consumer research and testing in Melbourne, Sydney and Brisbane,” Ms Wriedt said.

“It’s designed to drive home the message that Tasmania is an inspiring island experience – that you can rejuvenate through inspiration, and by engaging in island life.

“The advertising communicates the distinctly different holiday experience and lifts the perception of a Tasmanian holiday: from passive to active: from journey to experience; and from quaint to contemporary.

“It captures Tasmania’s wilder personality, and informs potential visitors of the many different, more engaging ways to explore the wonders of the island state - experiences Tasmania is already internationally recognised for.”

Ms Wriedt said consumer research undertaken over the past few months, revealed that for those people who had not yet been to Tasmania there was a lack of urgency to visit, that it was comfortable and nice, and that it would always be there.

“Tasmania was thought of as being passive, rustic, historic and preserved for all time,” she said.

“In contrast, those who have been to Tasmania recently were more aware of a sense of engagement, doing more than seeing, interaction and a contemporary place.

“The campaign has captured this in its new look and feel.

“The primary change in the look of the advertising is the use of a striking black background, and several images focusing on a specific Tasmanian experience.”

Advertising will be conducted through the Good Weekend magazine (inserted in the Sydney Morning Herald and Melbourne Age) and on outdoor billboards in both Sydney and Melbourne. There will also be a new and revised interactive website, www.discovertasmania.com

The campaign, which starts on 28 January 2006 and runs until the end of May, will target three primary groups in Melbourne and Sydney: older affluent people, young couples/singles and people in the lower older demographic (45+).


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