Summary of activities

< Previous | Contents | Next >

Over the previous year, Tourism Tasmania:

  • Delivered two domestic brand campaigns Go Behind the Scenery
  • Spring 2015 and Go Behind the Scenery Autumn 2016 in Victoria, New South Wales and Queensland
  • Presented Season of Curious, a winter activation delivered from 2 May to 12 June 2016 to encourage visitation over winter
  • Worked with Tasmanian Parks and Wildlife Service to promote the opening of the Three Capes Track, gaining media exposure in The Australian, Wild Magazine, Marie Claire, Fairfax Traveller, Lonely Planet and Australian Geographic Outdoor
  • Developed Tasmanian content for Getaway, Fishing Australia, Virgin Australia Long Weekender and BBC Coast.
  • Showcased Tasmania's food and produce in Tourism Australia's International Media Hosting Program broadcast, Dodo Goes Shopping, presented in Hong Kong at prime time with a media value estimated at $8,923,091 and a further $132,000 in print media and coverage
  • Hosted 30 media and influencers working with Tourism Australia on their Restaurant Australia – Noma activity
  • Funded a content package for Tourism Australia's Aquatic and Coastal campaign including a virtual reality, 360-degree film and supporting content, with the Three Capes Track as Tasmania's iconic product
  • Delivered a Chief Wombat Cuddler competition to generate conversations about Tasmania and Flinders Island as travel destinations, gaining significant online media attention from Australian and international media channels
  • Supported the production of The Kettering Incident TV series
  • Engaged digital advocates and storytellers to create short and long-form content pieces for social media including videos and conversations
  • Partnered with Virgin Australia, Jetstar and Qantas Australia on cooperative partnership activities, including the launch of Jetstar's direct flights from Avalon, the Long Weekender TV show and a campaign promoting an increase in Qantas Airways flights
  • Worked with DerTour in Germany resulting in four new Tasmanian packages and 115 bookings
  • Partnered with leading Chinese online travel company Tuniu.com to develop Tasmanian packages and a dedicated Tasmania microsite
  • Attended the Australian Tourism Exchange 2016 with 25 Tasmanian operators, including five new sellers
  • Trained 151 sellers in Tourism Tasmania's Tassie Specialist training
  • Engaged all of Tourism Tasmania's social media channels to promote the Qantas Australian Tourism Awards
  • Hosted a Talkabout Tassie Roadshow that saw 17 export-ready Tasmanian businesses present their product to around 300 travel agents in Melbourne, Sydney and Brisbane
  • Published an Asia Engagement Marketing Strategy 2016-2020
  • Led a Pan Asia sales mission with industry representatives to Beijing, Shanghai, Guangzhou, Hong Kong, Singapore and Kuala Lumpur
  • Published a T21 Tasmanian Visitor Economy Strategy website.

< Previous | Contents | Next >