ARTICLE John Fitzgerald
Adam kept his social media audience up to date on his enjoyable time in Tassie and keep an eye out for Adam’s visit which will be shown on the Nine Network’s digital channels over the coming months. Tasmania is home to some of the best food and wine experiences in the world and recently we secured a grant from the Federal Government to further support the growth of international wine tourism in Tasmania. The grant has enabled us to deliver a number of campaigns that will further boost awareness and knowledge of Tasmania’s high quality wine tourism experiences in international markets. We have also been working with international travel trade partners to grow wine-focused itineraries and ensure visitors are encouraged to travel to vineyards and cellar doors in our regions. The marketing activity includes a wine focussed campaign in Hong Kong, delivered in partnership with our key travel trade partners in the region. The campaign began with a launch hosted by Tourism Tasmania, with a theme of ‘A Decadent Garden Party’, inspired by Effervescence Tasmania. The launch included Tasmanian produce and a special tasting of Tasmanian wines with internationally renowned wine critic Tyson Stelzer. As part of the campaign, key opinion leaders from Hong Kong will travel to Tasmania for Effervescence Tasmania and explore Tasmania’s wine regions in November 2019. We will also be delivering a wine tourism campaign in North America, commencing in September 2019 with Festivale a key focus of this campaign. Tasmania’s produce and hospitality is regularly identified as one of the state’s most enticing offerings so we are looking forward to welcoming food-and-wine-loving visitors who are more likely to stay longer and travel further into our regions - sharing the benefits of our visitor economy more widely.
Our winter marketing campaign is currently underway with a program of activity designed to continue to market Tasmania as a unique and desirable winter destination. Our message to potential visitors is that Tasmania has a different way of doing things in winter. While other parts of Australia might endure winter, here in Tasmania we thrive, embracing the season like nowhere else. Our celebration of the season includes embracing all things warm, cosy (and real) and our raw and wild landscapes are what we think makes Tasmania special at this time of year. This campaign invites our visitors to come and experience winter in Tasmania for themselves and feel enriched, alive and connected. Edgy and unconventional events over this period like Dark Mofo, Festival of Voices, Huon Valley Mid-Winter Festival and Tasmanian Whisky Week, also provide a strong reason to visit and have featured strongly in the campaign. The campaign directs consumers to our website www. discovertasmania.com.au/winter which features plenty of tips on how to revel like a Tasmanian in the colder months. We have also partnered with Expedia to offer some great deals to encourage flight and accommodation bookings. The campaign will run until the end of July and will stimulate demand for winter holiday bookings, targeting Tourism Tasmania’s key segments in Perth, Adelaide, Melbourne, Sydney and Brisbane as well as regional areas in Victoria, NSW and South East Queensland. Tourism Tasmania’s campaigns are just a small part of the rolling calendar of marketing activities we deliver to showcase our state. We love to tell the world about our unique produce and recently we supported a visit by celebrity chef Adam Liaw to help us spread the word. Adam and his team spent a few days hunting truffles, harvesting wasabi and sipping whisky in the north of the state, visiting Tasmanian Truffles, Shima Wasabi, Corra Lin Distillery and CharlotteJack restaurant.
June 2019 www.tha.asn.au
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