Friday 21 September 2007

TOURISM TASMANIA WINS TOP AWARDS
Tourism Tasmania’s contribution to saving the Tasmanian devil and its work in developing the ‘Island of Inspiration’ brand campaign, were both recognised today in the best possible way – with two individual accolades from the Australian Marketing Institute.

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.
Congratulating Tourism Tasmania on its dual wins in the State round of the awards, the Minister for Tourism, Arts and the Environment, Paula Wriedt, said the Corporate Social Responsibility Award considered both the impact of an organisation on its community and responsibility towards the environment.

“By promoting the Tasmanian Devil Appeal, Tourism Tasmania has taken a leadership role in an environmental issue that is important to the community, the Department of Tourism, Arts and the Environment, and the tourism industry as a whole,” Ms Wriedt said.

“In 2004 Tourism Tasmania approached Warner Bros. (USA), one of the world’s largest entertainment producers, with a proposal to develop a marketing program to increase awareness of the Tasmanian devil facial tumour disease and raise funds to try to save the species.

“The results speak for themselves,” Ms Wriedt said. “Well over $50,000 has been raised for the Tasmanian Devil Appeal from the sale of Taz toys, while the sale of the Looney Tunes ‘Taz to the Rescue’ series has brought the appeal more than $38,000.”

And in relation to their win in the Brand Revitalisation category, Ms Wriedt said the current “Island of Inspiration” campaign perfectly captured the essence of Tasmania’s tourism brand.

“A changing travel market shaped by low airfares, a rising dollar and resulting increases in Australians travelling overseas, has required Tourism Tasmania to adjust its strategy to enable it to attract domestic travellers who are more demanding and selective,” Ms Wriedt said.

“A move from ‘Island of Rejuvenation’ to ‘Island of Inspiration’ provided the connection our visitors were looking for.
Tourism Tasmania will now proceed to the national finals of the AMI Awards in both categories, with winners to be announced at a gala dinner in Sydney on Thursday 18 October.

For further information contact Tourism Tasmania's Communications Unit

(03) 6230 8244
email mediainfo@tourism.tas.gov.au