Compelling content plays an important role in influencing a consumer's travel decisions. It builds an emotional connection with the destination and differentiates Tasmania in a competitive travel marketplace. Encouraging others to generate content on Tasmania underpins much of our domestic and international marketing. Content includes images, videos, footage, articles, blogs, stories and related assets.
Print and online
Tourism Tasmania hosts and advises journalists, social media commentators and independent influencers interested in publishing destination content on Tasmania. This year, we hosted 82 separate media visits to the state. These were mainly for traditional publishing formats such as newsprint, magazines and television but also for online formats by influencers and bloggers. In 2015-16, Tourism Tasmania engaged influencers to work with partners on the launch of the Three Capes Track, gaining media exposure in The Australian, Wild Magazine, Marie Claire, Fairfax Traveller, Lonely Planet and Australian Geographic Outdoor.
Tourism Tasmania also works with brand-aligned event partners incorporating their event in communications and public relations activity. This year, Tourism Tasmania gained coverage of Dark Mofo in The Guardian, Broadsheet, and Vice and traditional print media The Australian and Fairfax media. We also secured coverage in national and international publications for Festival of Voices and Falls Festival.
Australian Traveller also featured high profile model, Megan Gale at the Bay of Fires with a nine-page editorial on the recently launched Great Eastern Drive and articles on Dark Mofo and the Huon Mid-Winter Festival.
Tourism Tasmania encourages the production of Tasmanian destination content for television. This year, we worked with Places We Go, a popular TV travel series airing in late July 2016. The series included content on Tasmania's wilderness experiences at Freycinet and Cradle Mountain. We also worked with the Caravan Industry Association Australia and the Spirit of Tasmania to assist media partner What's Up Down Under in their summer series TV program, magazine and online channels. We also developed Tasmanian content for Getaway, Fishing Australia, Virgin Australia Long Weekender and BBC Coast.
Tourism Tasmania engaged with Foxtel and Screen Tasmania to support and leverage The Kettering Incident, an eight-episode, one-hour TV drama series. The producers shot the series entirely in Tasmania with its Gothic land and seascapes playing a fundamental part in the storytelling. Tourism Tasmania also partnered with Foxtel to promote the series. Foxtel invested in a media campaign across outdoor, radio, digital, and print along with a massive publicity push and subscription drive. The series recently received a special jury prize at the Series Mania festival in Paris, a prestigious festival focussed on high-end, international television series.
Tourism Tasmania works with Tourism Australia on international marketing and trade programs to promote Tasmania overseas.
This year, Tourism Tasmania continued to contribute to Tourism Australia's There's Nothing Like Australia – Restaurant Australia platform. Over the past year, we showcased Tasmania's food and produce in their International Media Hosting Program broadcast, Dodo Goes Shopping. The program aired in Hong Kong in prime time with a media value estimated at around $8,923,00. We also worked with five distribution partners who leveraged the campaign; EGL Tours, Wing On, Hong Thai Travel, Travel Expert and Wincastle Travel.
Partnering with Qantas, Tourism Tasmania hosted a group of high profile Hong Kong media that included Craig Ay Yeung, a well-known food identity, artist and writer, and representatives from Weekend Weekly, Hong Kong's top selling travel weekly magazine.
Tourism Tasmania partnered with V8 Supercars to leverage the exposure of Tasmania across their broadcast, digital and social media channels, with the live event on Fox Sports and highlights on Network 10 reaching a combined television audience of 1,012,500
Tourism Australia leveraged a ten-week residency in Sydney by renowned Danish chef, Rene Redzepi, to highlight Australia's extraordinary array of produce. Tourism Australia hosted over 150 media, influencers and stakeholders to experience Noma Australia first-hand. Of these, 30 media and influencers visited Tasmania. The Noma Australia activity generated over 1600 pieces of national coverage, with an audience reach of over 7.4 billion and an estimated advertising value of $23.6 million.
Aquatic and Coastal
Tourism Tasmania leveraged Tourism Australia's latest Aquatic and Coastal campaign featuring Australia's unique aquatic and coastal assets. We funded a hero content package including a virtual reality, 360-degree film and supporting content, with the Three Capes Track as Tasmania's iconic product. We participated in the global Aquatic and Coastal campaign launch in New York and Shanghai and hosted renowned Australian photographer, Sean Scott, as part of Tourism Australia's dedicated content and advocacy activity.
Best of Australia
Tourism Tasmania works with Tourism Australia to promote their Best of Australia programs through public relations activities, media and specialist travel-trade initiatives. These programs promote Tasmania's leading experiences in our domestic and international markets and include Great Golf Courses of Australia, Great Walks of Australia and the Ultimate Winery Experiences of Australia.