Partnering for Conversion
Tourism Tasmania works with domestic and international trade partners on cooperative marketing campaigns to convert consideration into sales. Partners include domestic and international special interest groups, travel wholesalers, retail travel networks, carriers and inbound tour operators. We also attend trade events along with Tasmanian operators to introduce domestic and international sellers to some of Tasmania’s best tourism experiences.
This year, Tourism Tasmania ran successful cooperative marketing campaigns with retail partners Flight Centre Travel Group (including Flight Centre and Travel Associates), Helloworld, AOT, Innkeepers Tasmania and the Royal Automobile Club of Tasmania.
We also worked with TasVacations on national retail and consumer-direct campaigns through retail agencies and auto associations including the Royal Automobile Club of Queensland and the National Road and Motoring Association.
In 2016-17, Tourism Tasmania worked with:
- TripAdvisor to manage the development and optimisation of a Tasmanian microsite
- Arrival Guides to develop engaging content for over 100 travel networks, including Webjet, House of Travel and Visa Europe
- Tiger Airways on a two-week tactical seat sale and Tasmanian microsite, delivered in Melbourne through social and digital channels
- Qantas Airways on cooperative partnership activities including activations with Ben Milbourne
- Qantas and Great Walks of Tasmania to support a week long TV promotion with the Today Show ahead of the release of the film Lion in Australia
- Virgin Australia and Jetstar Airways on cooperative activities including content-driven initiatives and tactical messaging
- TT-Line on a cooperative, content-led campaign reaching consumers through digital and social behavioural targeting
- P&O Cruises to support the launch of the Dark Mofo cruise from Sydney to Hobart through cooperative brand campaigning in metro Sydney
- Australian Football League (AFL) and Virgin Australia to facilitate AFL Travel using a cross media approach that included the club and AFL channels speaking directly to the fans.
Go Behind the Scenery
To extend the reach and impact of its Go Behind the Scenery campaigns, Tourism Tasmania contributed to coordinated promotions by access partners Qantas and Virgin Australia. It also worked exclusively with conversion partner Flight Centre for both campaigns, with all calls to action to Flight Centre.
Tourism Tasmania also undertook cooperative marketing activity with Escape Travel who saw revenue up 34 per cent over the period and Helloworld, whose total sales for the campaign period were up 49 per cent compared to the previous year.
For the first time we also undertook cooperative marketing activity with Expedia a leading global online travel agency. Activity included advertising across Expedia’s owned channels, e-newsletters, social media and search engine marketing activity. The Expedia Australia site leveraged the Go Behind the Scenery campaign creative and was the most effective execution of all of our campaign partners for this period.
Over 70 commercial partners, event organisers, government agencies and brand partners helped extend the reach of Tourism Tasmania’s summer #TassieStyle campaign. Access partners Qantas Airways, Jetstar and Tiger Airways promoted the campaign to their customers while TTLine distributed DL flyers featuring #TassieStyle in all Spirit of Tasmania boarding passes. Innkeepers Tasmania, TasVacations, RACT Destinations and others also undertook integrated campaign activity. Tourism Tasmania also worked with summer events and festivals to promote the campaign to their own stakeholders. These included the Sydney to Hobart Yacht Race, the Taste, the Australian Wooden Boat Festival, Hobart Twilight Market, Festivale, Ricky’s Biggest Game of Cricket, Evandale Village Fair and National Penny Farthing Championships and the Hobart International.
Tourism Tasmania continued its successful partnerships with Lion Nathan to leverage the synergies offered through James Boag’s brand positioning. Collaborative activities across two campaigns reached around 590,000 consumers and championed a distinctly Tasmanian message. In addition, the Harnessed by James Boag’s collaborative activity saw two-hat chef James Viles transform Tasmania’s raw elements into premium, one-of-a-kind food experiences. The activity took place at the Melbourne Cup and in Qantas business lounges. The Qantas activations were an immersive sensory experience that used virtual reality headsets and included a taste experience in partnership with King Island cheeses.
Tourism Tasmania’s partnered with Country Road to support their May Close Knit campaign in June, 2017. The campaign complemented the warm and cosy aspect of Tourism Tasmania’s Season of Curious campaign and served to increase audience numbers via an in store and online competition titled Win a Bruny Island Escape. In addition, Country Road included pages on their website featuring Bruny Island themed behind the scenes and travel articles as well as a character story on Northern Tasmanian sheep farming family, the Von Bibras. The partnership resulted in 2,500 consumer opt ins for future communication through a joint database acquisition initiative. Country Road activated the brand-aligned message through their channels, with an audience reach of 229,500 consumers through their EDM.
Tourism Tasmania undertakes cooperative marketing activity in select international markets. This includes in-market representation and cooperative activity with Tourism Australia.
Tourism Tasmania worked to raise destination awareness in East China in response to the introduction of a code share arrangement between China Eastern and Qantas. Tourism Tasmania developed a two-month campaign to encourage travel to Tasmania in the low season (winter), encourage longer stays and increase social media followers through our own and partner channels. As part of the campaign, Tourism Tasmania partnered with Shanghai Eastern Air International Travel Service, the CITS Group Shanghai, VTour and online with Tuniu.
Tourism Tasmania continued to participate in travel roadshows and events with Tourism Australia. These included Marketplace in the US, German and French roadshows, International Tourism Bourse in Berlin and the Indonesian Business Development Exchange.
Tourism Tasmania continued to provide programs for key international influencers as well as travel trade programs for representatives from South Korea, USA, France, China, Hong Kong, Malaysia, New Zealand and Germany.
This year, Tourism Tasmania undertook a comprehensive review of its approach to international marketing. The review identified Tasmania’s highest priority markets as North America, Continental Europe, Singapore, Hong Kong and China. The review also identified an opportunity to change the way Tourism Tasmania operates in international markets and ensure stronger collaboration and support between in-market resources and the Australian-based team. As a result, Tourism Tasmania is implementing a new approach in association with Tourism Australia in Continental Europe and North America as well establishing three independent contracts with in-market representatives in Singapore, Hong Kong and China.