Press Release

Tasmania Blitzes G'Day USA

30 January 2008

Tasmania’s G’Day USA tourism and trade mission has raised the state’s profile as an enticing destination for holidaymakers and investors and raised global awareness of the plight to save the Tasmanian devil.
 
The Tasmanian delegation to Los Angeles and New York City, headed by Leader of the Government in the Legislative Council, Doug Parkinson, has kept itself busy by promoting the state with industry bosses and the media. 

“Meetings and interviews have been held with some of the most important publications and companies in the US, as well as hosting a media event where over 50 journalists were treated to a taste of Tasmanian food, beverages, art and tourism opportunities,” Mr Parkinson said.

The official finale of Australia Week 2008, the Australia Day black tie gala, was used by the Tasmania delegation to further push Tasmania’s key messages.

“Tasmania’s pristine environment, trade opportunities and the fight to save the Tasmanian devil from the facial tumour disease were key subjects for the Tasmanian delegation,” Mr Parkinson said.

Guests at the black tie finale included Tasmania's own rising star, Rachael Taylor, a passionate ambassador for her home state and star in the recent movie Transformers.

Mr Parkinson said that as a direct result of the visit Tourism Tasmania will host broadcast crews from at least four production companies and conduct promotions with a number of major US corporations between March and October this year including:

  • Famed US wildlife expert Jack Hanna for his new television series Into the Wild;
  • A major partnership with high-end specialist travel agent consortium Virtuoso Travel;
  • A marketing and media campaign with National Geographic Kids;
  • A PBS television documentary on the plight of the Tasmanian devil;
  • San Francisco culinary lifestyle series Bringing it Home with Laura McIntosh;
  • MOJO Network’s Pressure Cook; and
  • A major consumer promotion and photographic expedition with global software giant Adobe.

Tasmania has also had a major win with Wildlife Warriors Worldwide taking up the fight to save the Tasmanian devil as an official cause.

Wildlife Warriors co-founder Terri Irwin called Tasmania “The Garden of Eden” and highlighted the state’s unique beauty and incredible wildlife experiences during her the event.

Tasmania’s Overland Track and Cradle Huts were also highlighted.

Tasmanian cuisine was featured at the popular Condé Nast Publications Cafeteria, where editorial staff from major magazine titles such as Bon Appétit, Condé Nast Traveler, Gourmet and Vogue sampled Tasmanian Ocean Trout, which sold out within 45 minutes.

G’Day USA also provided Tasmania with the opportunity to secure marketing partnerships with Robb Report Magazine, Walt Disney World, Warner Bros and key tourism industry partners Tourism Australia, Qantas Airways and Aussie Specialist travel agents.

Conversations also commenced with Legal Sea Foods – a major restaurant group on the North American east coast – for a consumer promotion and export partnership.