ARTICLE John Fitzgerald
We were thrilled to have recently launched the state’s evolved tourism brand, Tasmania - Come Down for Air to a fabulous response both locally and nationally. Come Down for Air invites travellers to take a break from the stress and routine of their everyday lives, to reconnect with themselves and their loved ones and feel more human. In Tasmania we have a unique perspective on life and we’re inviting our visitors to feel that same way. The brand awareness campaign includes television, cinema, print, digital and out of home advertising and is underway in Tasmania's key domestic markets bringing a little slice of calm to the chaos of traditional advertising. Television commercials have been running across Ten, Nine, Seven, SBS and on catch-up TV, with spots featured in popular programs including The Sunday Project, The Block and 60 Minutes. Print advertisements have also been published in The Age, The Sydney Morning Herald and The Saturday Paper. For the first time we are also running radio ads on Smooth and Nova networks in Melbourne, Sydney and Brisbane. The Come Down for Air campaign was also featured on ABC television's Gruen. The panel of marketing gurus looked at tourism campaigns from around the country and dissected the way, Tasmania and our counterparts market ourselves as well as the competitive nature of tourism marketing. We were thrilled that Tasmania was considered the stand out in Australian destination marketing and the panel praised our approach to inviting people to take a break- and disconnect in Tasmania. If you would like to read more about the brand platform and view the television commercials and digital videos, visit tourismtasmania.com. au. We’ll also be soon hosting a webinar series to explore the brand in more depth and to answer questions from industry operators. If you are interested in joining, you can register via our industry newsletter, Tourism Talk. If you are not already signed up, subscribe via tourismtasmania.com.au. Tasmania has received further exposure in a recent episode of Ainsley’s Australian Market Menu. Through our media hosting program, we supported a visit from the UK celebrity chef, entertainer and author, Ainsley Harriott to film an episode for the six part SBS series. Ainsley filmed at Salamanca market and created dishes featuring fresh Tasmanian produce sourced from the market. Not surprisingly, from the moment Ainsley set foot in the market he was inspired to cook with all of the quality Tasmanian produce. The program featured producers from Bruny Island, Huon Valley and Cygnet Bakery as well as filming in Battery Point and North Hobart. Another collaboration that may be of interest is our partnership with the Cruising Yacht Club Australia. In anticipation of the iconic Rolex
Sydney Hobart yacht race, we have produced a calendar of marketing activity that will weave Tasmanian brand messaging into the race’s communications. This will be the 75th anniversary of the iconic race and given its connection with Tasmania and sailing communities across the globe, we have commissioned a special memento which will be given to all race participants as a gift from Tasmania. Tasmania has also just hosted the prestigious 39th FIPS-Mouche World Fly Fishing Championship (WFFC). The event provided Tourism Tasmania with a platform to promote our unique fly fishing experience to a targeted audience. We worked closely with the WFFC Committee to amplify Tasmanian fly fishing destination messaging through their channels. The event attracted an estimated 1 000 visitors to Tasmania including competing anglers, their support crews and officials. The event headquarters were in Launceston, with competitors travelling to northern regional areas and the central highlands daily to compete. As part of the Tasmania – Come Down for Air campaign, a radio advertisement was created to showcase fly fishing in Tasmania. The 45 second audio was on the airwaves during weekday commute times on selected commercial radio stations in Brisbane, Sydney and Melbourne. The advertisement was designed to create a sense of calm during the most stressful times of the day, with the sounds of the lapping water, birds chirping and a poetic description of a fly fishing experience in Tasmania. It’s certainly been a fantastic year with lots of positive activity and success for our visitor economy. I look forward to updating you on more great projects and news from Tourism Tasmania in 2020. Thank you for your commitment and hard work in supporting the visitor economy. On behalf of the Tourism Tasmania Board and our broader team, I wish you a wonderful Christmas and a successful and busy, summer season.
December 2019 www.tha.asn.au
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