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 approach to 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 134 media visits from domestic and international media representatives. These were for traditional publishing formats such as newsprint, magazines and television and also for online formats by influencers and bloggers and included domestic and international media representatives. As a result of our work, Tourism Tasmania gained media exposure in domestic publications including Weekend Australian Magazine, Better Homes and Gardens, Gourmet Traveller, The Weekend Australian, Woman’s Day, Sunday Telegraph, Australian Traveller and Herald Sun. Media exposure in international publications included Robb Report (US), Globe & Mail (Canada), The Peak Magazine (Singapore), Port Culinaire (Germany), Le Echos Serie Limitee (France), Conde Nast Traveller (UK), Global Gourmet (China), NZ Herald (New Zealand).
Tourism Tasmania encourages the production of Tasmanian destination content for television. This year, Tourism Tasmania hosted four domestic and three international TV media visits. We worked with the Today Show’s We Love Australia Tour, broadcasting live from Strahan. The show included colourful stories on the tourism attractions of the west coast. We worked with Better Homes and Gardens visiting the Huon Valley and Bruny Island. The road trip ran for four segments across the show, including the opener and closer of the entire episode, with approximately 20-25 minutes of content going to air. Tourism Tasmania also worked with Sunrise Weather with live crosses from Bruny Island, Bonorong Wildlife Park and Agfest.
Enduro World Series
The 2017 Enduro World Series, one of the world’s most recognised mountain bike events, was hosted in Derby from 8-9 April 2017. This was the first Enduro World Series event ever to be held in Australia and its hosting in Derby successfully raised Tasmania’s reputation as an up and coming world-class mountain bike destination. During the event, Tourism Tasmania supported over 30 official media representatives to help leverage the destination message throughout the coverage. Coverage of the event ranged from local newspapers to domestic and international mountain bike magazines and websites including Red Bull TV, Pinkbike, International Mountain Bike Magazine, Australian Mountain Bike Magazine, Flow, and Revolution MTB. This is in addition to the extensive social media activity of the athletes and brands. A Tasmania episode of the Enduro World Series TV show is likely to air in September through IMG Distribution.
MACq 01 – Opening
Tourism Tasmania co-hosted national media to celebrate the opening of the Hobart waterfront luxury hotel, MACq 01. The hotel’s story-telling theme brings to life the characters and events that are a part of Tasmania’s colonial history. Publications covering the event included Qantas Magazine, Australian Financial Review, Australian Traveller, Delicious, Harper’s Bazaar, Voyeur, Australian Gourmet Traveller, The Weekend Australian, Sydney Morning Herald and Vogue.
Tourism Australia – World’s 50 Best Restaurants
The annual World’s 50 Best Restaurant Awards was held in Melbourne on 5 April, 2017. Working with Tourism Australia and Tasmania’s Drysdale Institute, Tourism Tasmania brought 26 key influencers to Tasmania including chefs, academy chairs, food and wine influencers and lifestyle media. Tourism Australia’s results show that the global public relations program generated over 4,000 articles covering the event. Delegates came from UK, China, USA, France, Germany, Canada, Singapore, Malaysia, Hong Kong, Argentina, Chile and India. Publications included Conde Nast Traveler (UK), Robb Report (USA), The Peak Collection (Singapore), Global Gourmet (China), and Les Echos Series Limitee (France).
Leveraging the opportunity, TasTAFE presented the Great Chefs Series that saw some of the world’s best chefs come to Tasmania to mentor, coach and collaborate with the students at TasTAFE Drysdale. Tourism Tasmania partnered with TasTAFE to deliver a public relations campaign to create interest in the series in the wider food and beverage community and to drive sales and visitation for the events. Tourism Tasmania hosted 25 food and lifestyle journalists and influencers over two weeks in March 2017. So far, more than 30 complementary editorials for the Great Chefs Series have been published including in Broadsheet, Traveller.com.au, Executive Style, The Australian, Sydney Morning Herald, and The Age. Media coverage reached an audience of more than 2,190,864 in print and 16,837,552 online.
Tourism Australia – Signature Experiences
Tourism Tasmania works with Tourism Australia to promote their Signature Experiences, previously 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. Tourism Tasmania supported an Australian Tourism Exchange 2017 pre and post familiarisation program, hosting trade and media delegates from the USA, continental Europe and Asia, along with specialist delegates as part of Tourism Australia’s Signature Experiences program.