There's a Place...Spring Campaign 2011

The next phase of Tourism Tasmania's 'There's a place...' campaign, will run from 21 August to end of November 2011 as a supplement to Tourism Tasmania's year-round marketing activity.

The campaign aims to attract more visitors to Tasmania by featuring experiences that are known to entice people to the state – wilderness, heritage and culture, adventure and quality produce.

The campaign makes use of a combination of print and TV advertising, editorial, special features, cinema advertising and online TV and video.

The cinema ad will screen in locations along Australia’s eastern seaboard - Sydney, Melbourne, Brisbane, South East Queensland, Canberra, Regional Victoria; the press and TV advertising extends across Australia while the online advertising and promotions have a global reach.

Experience the whole campaign

You can see all the campaign elements here.

You can also download the online videos for your website.

Advertising spend

Tourism Tasmania has invested around $1.7 million on media for the campaign.

Co-operative activity with distribution partner campaigns has added a further $743,000 in value.

The media spend allocation is:

• 42% - print advertising and editorial in relevant magazines and newspaper features
• 23% - online advertising
• 22% - cinema advertising
• 13% - TV advertising, being on advertising on SBS around the new Gourmet Farmer series.

Campaign partners

Distribution partners are a vital part of the campaign as they help encourage people to plan and purchase a Tasmanian holiday.

Distribution partners in the campaign include TasVacations, Harvey World Travel, Webjet, Jetstar, Flight Centre, Expedia, Virgin Australia, Travelscene American Express, Zuji and Wotif.

Local tourism businesses directly involved in the campaign include the Port Arthur Historic Site, the Innkeepers group, Pure Tasmania, Wrest Point Hotel, Launceston Country Club Resort, Saffire, Motel Strahan, Cradle Mountain Lodge and Tall Timbers.

Hundreds of tourism businesses, food outlets and retail stores throughout Tasmania are also expected to benefit from the contribution the travel partners and tourism businesses make to the overall campaign.

Media

Tourism Tasmania buys media that's linked to the campaign objective and the different stages of the customer’s normal travel decision process.

While the cinema locations target Australia’s eastern seaboard, the reach of the press and TV advertising extends across Australia. The online advertising and promotions has a national and a global reach.

Complementary promotions

Complementary experience-based promotions will run concurrent to the paid campaign including:

• Promotion of Tasmania’s wine tourism experiences at the Tasmania Unbottled 2011 in Brisbane, Sydney and Melbourne
• Promotion of Tasmania’s garden tourism experiences in the September and October editions of Gardening Australia magazine
• Promotion of the state’s trout fishing experiences and trout lodges at the National 4x4 & Outdoors Show, Fishing and Boating Expo at the Melbourne Showgrounds from 2 - 4 September 2011
• Performance of the Tasmanian Symphony Orchestra at the Melbourne Recital Centre on 17 September, providing Victorians with the opportunity to experience this Tasmanian icon in their home town.

Measuring and monitoring

Tourism Tasmania will use a range of measurement tools to monitor the performance of the advertising and media used in the campaign, including targeted campaign tracking to measure the effectiveness of media selection and the advertising itself.

The tracking of online advertising, the level of distribution of the new online video clips, and changes in the market’s awareness and consideration of Tasmania will also be monitored.

Further information

For further information on the Spring Campaign see the Spring Campaign 2011 fact sheet [PDF 190KB]