Spring road trips and agritourism
Tourism Tasmania has developed a tactical spring marketing campaign that aims to grow visitation and reduce seasonality in the shoulder season.
The road trip and agritourism focussed campaign will be in market from 29 August to mid-October 2022 and will inspire people who are seeking a holiday in spring to book a road trip in Tasmania.
The campaign will increase awareness of Tasmania’s agritourism offerings, and will enable consumers to plan and book a road trip, by showcasing the diversity of regional tourism experiences in Tasmania through the recently relaunched Discover Tasmania website.
The website has pre-planned, multi-day regional travel itineraries, and an interactive trip planning tool that allows users to create, save and share their own travel itineraries.
Targeting audiences in QLD, NSW and Vic, the campaign is being delivered through a range of paid digital media channels including online video, social media, digital display advertising and partnerships with publishers including Concrete Playground, and Gourmet Traveller and Country Style magazines.
Tourism Tasmania has partnered with Qantas to leverage the campaign and drive conversion of bookings direct to their audiences and frequent flyer members. Qantas will offer flight and accommodation holiday packages that will be available to book direct with Qantas from 15 September to 12 October 2022.
Visit the campaign website at www.discovertasmania.com.au
This initiative received grant funding from the Australian Government under the Recovery for Regional Tourism program administered by Austrade.
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