Tourism Tasmania appoints new global PR agency
24 March 2023
As international travel builds momentum after three years of disruption, Tourism Tasmania strengthens its plan to entice overseas travellers to the state.
The renewed strategy will increase awareness of Tasmania and drive demand for travel from across the globe, targeting the primary source markets of New Zealand, United States of America, United Kingdom, Singapore, China and Hong Kong.
Sarah Clark, CEO, Tourism Tasmania says: “International visitors are a key component of the long term sustainability of Tasmania’s tourism sector and as a small challenger state, we need to deliver a highly targeted and focused international approach.”
A key element of this strategy is ensuring stories about Tasmania appear in top-tier global media outlets, building on Tasmania’s brand and keeping Tasmania top-of-mind as a unique travel destination.
To support this, Tourism Tasmania has appointed Australian-based public relations agency Red Havas as its global PR agency. They will drive communications and earned media strategy for Tasmania around the world with a primary focus on the United Kingdom, Singapore, Australia and New Zealand. Julie Earle-Levine Consulting has been reappointed as Tourism Tasmania’s PR agency in North America.
Partnerships with key airlines and travel trade distributors will leverage investment in PR activity. Partnerships remain a key focus of the international strategy, as well as working closely with Tourism Australia to ensure Tasmania is integrated throughout its international marketing activities.
Existing in-market representatives in China, Hong Kong, North America and Germany will continue supporting Tourism Tasmania in these valued markets.