Tasmanian Industry - Marketing Strategy

Regional Marketing Strategy - Zone Marketing: changing the way we market Tasmania

Zone Marketing Background:

What is Zone Marketing?

Zone marketing is a new approach to the way we market Tasmania.
It’s not a new marketing campaign as such: instead it’s a genuinely new, collaborative approach to the way we all market Tasmania.
It’s about using market knowledge and insights to provide regional Tasmania with new growth opportunities and consumers with a more logical and accessible holiday offer.

What are the five zones?
The five zones are:

  • Hobart and Surrounds
  • East Coast
  • Launceston, Tamar and the North
  • North West Coast and
  • Western Wilderness

Tourism Tasmania has proposed that King Island and Flinders Island align with their respective geographical zones marketing groups, the North West Coast and the East Coast.  However, given the special circumstances in which they operate we are continuing to discuss with the Islands the way in which they can most effectively work with their zone groups and its future marketing activities.

Why change?
The need to change our approach to marketing Tasmania is driven by the results of the most extensive consumer insight study conducted in the State for many years. Tourism Tasmania’s Perceptions Study showed that while potential visitors to the State articulate some aspects of Tasmania well, for example our natural wilderness, our clean and green environment, and our good wine and produce, they don’t have a depth of knowledge about Tasmania or its diverse offerings.

Zone Marketing is our response to this consumer need. It allows us to more clearly and directly talk to potential holidaymakers. So while we will maintain our ‘nature’ positioning, we will also work to bring other activities and experiences to the forefront.
These include (but are not restricted to) beach and coastal experiences; unique shopping opportunities; adventure-oriented activities; dining and culture.

Progress to Date
Zone Group Members
FAQ’s