Tasmania's winter set to shine in new marketing campaign

John Fitzgerald, CEO, Tourism Tasmania

Tasmania has a different way of doing things in winter. Other parts of Australia might endure winter while Tasmania thrives, embracing the season like nowhere else.

The new campaign launched today will continue to position Tasmania as a unique and desirable winter destination to stimulate demand for winter holiday bookings.

We have an island culture that pushes boundaries with our unconventional winter events, our raw and wild landscapes and our celebration of winter, embracing all things warm, cosy and real.

Our events over this period have high talkability and appeal. Including Dark Mofo, Festival of Voices, Huon valley Mid-Winter Festival and Tasmanian Whisky Week - they are edgy and unconventional and provide a strong reason to visit.

The Tasmanian community increasingly revels in the season and are ‘out and about’, seeking to be enriched, alive and connected, and we are inviting visitors to come and experience this for themselves.

Campaign activity will target Tourism Tasmania’s key segments in Perth, Adelaide, Melbourne, Sydney and Brisbane as well as regional Victoria, NSW and South East Queensland.

The marketing program of activity includes paid advertising through print, digital and out of home media; content partnerships with a number of leading publishers; and partnerships with commercial travel sellers and airlines.

The campaign will start today in key markets and run until end of July.

Winter presents a big opportunity for Tasmania as it looks to smooth out growth over the entire year, ensuring our visitor economy benefits across all 12 months.

6 May 2019