Press Release

 

20 November 2008

Tasmania the Movie Campaign

The Minister for Tourism, Michelle O’Byrne, today announced that Tasmania would take advantage of the nationwide media frenzy surrounding the release of Baz Lurhmann’s epic movie, Australia, with a witty and light-hearted production and marketing campaign of our own.

Ms O’Byrne said the Tasmania, the Movie campaign would create all the publicity normally seen for a new film, with press ads in entertainment pages (commencing Friday 21 November), outdoor advertising, a special movie micro-site called Tasmaniathemovie.com.au, featuring great holiday ideas for Tasmania, and a virtual online campaign going live from Monday 24 November. The movie trailer will also screen in selected cinemas from 4 December.

“While fully supporting the marketing drive by Tourism Australia, we thought there was a great opportunity to tell the big story Tasmania has to offer – a story which is perhaps even bigger than Australia,” said Ms O’Byrne.

“The marketing campaign will echo Australia’s themes of transformation, adventure and incredible landscapes, but focuses on Tasmania as a unique destination in itself, where visitors can eat, drink and explore in a world where nature rules.

“While the innovative marketing campaign is expected to capture a lot of attention, it is also designed to convert the interest it generates into actual holidays to Tasmania.

“Ranked globally by the likes of Lonely Planet, Travel + Leisure and Conde Nast Traveller as one of the most desirable holiday destinations on the planet, Tasmania’s purity, heritage, wilderness and history is in stark contrast to the landscapes and dusty drama of Australia.

“Our intention was to take advantage of the excitement created by the movie with humour and cheeky Aussie wit.

“We also wanted to remind the world that Tasmania is still part of Australia and one of the country’s most appealing tourism destinations.

“I congratulate Tourism Tasmania for their innovative and creative approach to marketing Tasmania to the rest of the nation.

“We know that in tougher financial times, people tend to choose holiday destinations closer to home, and campaigns such as this will help ensure that Tasmania is more likely to be towards the top of their list when they do.

“The State Government is committed to growing Tasmania’s tourism industry through innovative and targeted marketing campaigns, and this is another example of how we are taking Tasmania’s tourism message to the world,” Ms O’Byrne said.

Further information: Rohan Wade (03) 6336 2443 or 0417 051 255