Tourism Tasmania
Sarah Clark
I’d like to extend my congratulations to the THA Awards for Excellence winners and wish you the best of luck representing Tasmania at the Australian Hotels Association Awards for Excellence in November. It was a competitive field this year with a record number of entrants and I’m proud to be a part of such an exceptional hospitality and tourism industry here in Tasmania. We are excited to launch the next iteration of our ‘Come Down For Air’ marketing campaign which will be in market until March next year targeting audiences across mainland Australia and enticing them to travel to Tasmania. With domestic holiday travel softening after a post- COVID surge, and international travel beginning to recover, the tourism marketplace is becoming increasingly competitive. We are responding with an integrated program of marketing activity, including the Come Down For Air campaign, to ensure Tasmania continues to stand out in the busy advertising environment. The Come Down For Air campaign features striking imagery designed to invoke a sense of space and calm, accompanied by short, witty headlines. Advertisements have been purposefully placed in CBD and urban locations, aiming to juxtapose the Tasmanian holiday experience with everyday urban living and inspiring people to escape the business and stress of modern life by taking a trip to Tasmania. The campaign will also be delivered on high-reaching channels including online and subscription video, TV streaming services, paid social, audio and digital display, as well as Tourism Tasmania’s Discover Tasmania website. Looking forward, we are seeing promising signs of normal levels of summer season visitation with a range of events and festivals happening across the
state.
Air capacity is strong and recently we welcomed the announcements of two new air routes for Tasmania. Rex Airlines launched a direct Melbourne to Hobart route and Bonza Airlines will commence its first Tasmanian service with a direct route between the Gold Coast and Launceston in November. As we approach, and prepare for the busy tourist season, I encourage you to continue promoting your business (or event) to visitors by ensuring you are listed on the Discover Tasmania website and Discover Tasmania app. Since launching in April this year, the app has received over 24,000 downloads. It offers visitors a curated list of experiences tailored to their location and interest, providing more leads directly to businesses. Hospitality is critical to the visitor experience and we’d love to see your business included on the app. Create a free ATDW profile or update your existing one at www.atdw-online.com.au to list your business/ event on Discover Tasmania app and website. I would also like to invite you to a Tourism Tasmania Pre-Season Industry Update which are happening around the state from 30 October – 8 November. We will be providing an update on the latest tourism market outlook, what to expect for the upcoming summer season and how to leverage the latest Come Down For Air campaign in your business. It is also a great opportunity to network with members of our team and tourism and hospitality operators in your region. Visit www.tourismtasmania.com.au for more information and to register. Thank you for continuing to provide high quality hospitality experiences and for your hard work supporting Tasmania’s visitor economy. I look forward to sharing another update soon.
53 Tasmanian Hospitality Review October/November Edition
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