There's a Place...Autumn-Winter Campaign 2011

Tourism Tasmania has commenced a major new $1.5 million campaign to attract people to visit Tasmania over the coming months. The campaign - 'There's a place...' is based on research into Tasmania’s core appeals and what motivates people to visit Tasmania, and aims to increase people’s awareness of the wide range of experiences Tasmania has to offer.

With significant online and media exposure, the campaign features Tasmania's core appeals: coastal nature, heritage and wilderness using epic scenery photographs showing a visitor reflecting on vast landscapes on the coast, in an ancient forest, in our colonial history, untouched wilderness and a cosy moment in an urban setting.

The campaign is in response to research that indicates that most people would like to visit for four days or more, with time to travel around the state to experience the different regions.

The campaign runs from 13 March until the end of June and focuses on attracting people from NSW, Victoria and SE QLD.

Industry involvement

Tasmanian tourism businesses has become involved in the campaign with 58 operators taking up 74 print and digital opportunities, investing around $115,000.

In addition, tourism businesses has also participated in national print and digital advertising opportunities through Tourism Tasmania at a discounted rate.

Print

The print elements of the campaign include a four page wrap around the Traveller section in the Sydney Morning Herald and Age, Good Living and Epicure magazines in the Sydney Morning Herald and Age respectively and an eight page reverse book on the back of the Good Weekend in the Sydney Morning Herald and the Age across the campaign month starting on the 13 March.

Tourism Tasmania has also secured traditional advertisements and significant editorial stories in these papers and in the Good Weekend, Delicious and Wish magazines. The print elements of the campaign alone will reach 6.3 million readers.

Partnerships

Tourism Tasmania has been working with distribution partners Jetstar Holidays, Virgin Blue/Blue Holidays, Harvey World Travel, TravelScene American Express, Flight Centre and Expedia.com to encourage them to run Tasmania promotions during the campaign time to reach more potential visitors. Through distribution partnerships, there will be a further $1.26 million invested in promoting the state.

Examples of partnership activity include:

  • Virgin Blue/Blue Holidays ran national print and online campaign in the lead up to our campaign promoting flight and package deals to Tasmania
  • Jetstar launched a $650 000 Experience Tasmania campaign on the 25 February with heavily discounted sales fares and, for the first time, launched a microsite to a single dedicated - Tasmania.

See the Jetstar microsite

More Information on Marketing

For more information on how Tourism Tasmania markets Tasmanian tourism experiences see:

 

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8 March 2011