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Press Release
21 October 2008
$1.6 Million Spring Tourism Campaign Launched
The Minister for Tourism, Michelle O’Byrne today launched Tasmania’s new Gone to Tassie spring tourism campaign, saying it highlighted the importance of the State Government forming strategic partnerships to continue growing the tourism industry.
Ms O’Byrne said the new campaign focused on the key tourism markets of Victoria and NSW.
“Tourism Tasmania’s $1.6 million Spring Campaign aims to ensure that these markets are not only aware of Tasmania as a holiday destination, but can actually convert that increased knowledge and preference to travel.
“As well as our traditional brand advertising in these core markets, estimated to reach some 5.5 million people, Tourism Tasmania is working in partnership with Fairfax Media on one of the largest travel promotions they have ever undertaken in Australia.
“In an entirely new approach, Tourism Tasmania has partnered with Fairfax Media, Virgin Blue, Innkeepers Tasmania and Red Spot Car Rentals to create a campaign that will see 125 lucky couples win a 4 night holiday to Tasmania valued at up to $2,500 each.”
“The competition will kick off on Saturday the 25th of October with 790,000 Gone to Tassie yellow sticky notes appearing on the front page of the Sydney Morning Herald and The Age.
Ms O’Byrne said Tourism Tasmania’s spring campaign would be based around the State Government’s recent introduction of improved zone marketing, creating five unique tourism zones in Tasmania.
“This approach enables visitors to appreciate more fully the breadth and depth of the experiences on offer in Tasmania in each of the five zones - Hobart and Surrounds; the East Coast; Launceston, Tamar and the North; the North West Coast and the Western Wilderness.”
Other aspects of the campaign include advertising supplements in The Age and Sydney Morning Herald produced in partnership with Virgin Blue, Flight Centre, Peregrine Adventures, Spirit of Tasmania and Paddy Pallin as well as TV advertising on SBS.
The campaign uses a range of online marketing through www.discovertasmania.com, as well as through individual partners’ websites.
Ms O’Byrne said she congratulated Tourism Tasmania for the work it had put into establishing these partnerships and for the creation of this innovative campaign to drive conversion to the State over the spring/summer season,” said Ms. O’Byrne.
“I further congratulate all of the partners for their contribution to this campaign and encourage the tourism industry and associated industries to consider the ways in which they can work together to contribute and benefit from such partnerships.”
“By working together, by establishing new partnerships and finding new and innovative ways to encourage visitation to our state, we will all benefit.”
Further information: Rohan Wade (03) 6336 2443 or 0417 051 255