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Organisation - Business Units
Marketing & Commercial Operations
Tourism Tasmania has a key role to ensure the visitor experience delivers the brand promise and meets consumer expectations. The priority is to maximise all elements of the marketing mix to stimulate consumer interest and awareness of Tasmania, build brand appeal and drive conversion. The focus is on the intrastate, interstate and international markets.
The recent redevelopment of www.discovertasmania.com is the start of a comprehensive strategic approach by Tourism Tasmania to continuously improve its use of digital media to meet the changing needs of today's consumers. Consumers have more choice than ever before and by improving online communication, there is the opportunity to reach more potential travellers around the world, introduce them to Tasmania's wondrous beauty and provide them with the means to convert their interest into a booking and a visit. The new website is a global platform for Tourism Tasmania's national and international marketing campaigns.
The unit has two strategic elements: Destination Marketing and Distribution Services.
Destination Marketing
Destination Marketing stimulates awareness and demand
for travel to Tasmania by building a strong and distinctive brand,
delivering highly differentiated marketing programs, and developing
significant cooperative partnerships.
The unit comprises:
Partnership and Events Marketing
National Markets and Creative Services
Distribution Services
Distribution Services addresses barriers to conversion
by building the digital capability across the organisation and providing
booking services through travel agents and direct to consumers.
The unit comprises:
To contact Marketing and Commercial Operations:
Director
Jan Ross
E: Jan.Ross@tourism.tas.gov.au