Editorial
Tasmanians Depend on Salmon: A Campaign Spotlighting People, Industry and Community Salmon Tasmania has launched a major new campaign, Tasmanians Depend on Salmon , running across television, cinema, print, and strongly across social and digital channels. At its core, the campaign is about people. Filmed across Tasmania’s regions, it captures the scale, diversity and everyday reality of the salmon industry through a cinematic and highly authentic lens. It shines a light not only on the industry itself, but on the individuals, families and communities whose livelihoods are deeply connected to it. Central to the campaign is the economic contribution of salmon farming to Tasmania. Rather than relying on scripted messaging, the stories are told directly by Tasmanians - workers, locals and community members - speaking in their own words about what the industry means to them and the places they call home. This approach delivers a genuine, grounded perspective that resonates beyond the sector. campaign underscores the broader ecosystem that supports Tasmania’s renowned food and dining culture. Salmon remains a key product in the state’s culinary For hospitality operators, the
offering, contributing to menus, supply chains and the visitor experience that defines Tasmania as a premium food destination. The campaign also reflects a broader shift within the industry - an effort to confidently tell its story at a time when public discussion can often be shaped by competing narratives. By leading with transparency and real voices, Tasmanians Depend on Salmon aims to build understanding, trust and pride in a sector that plays a significant role in the state’s economy and identity. Developed in partnership with industry stakeholders including Tassal, the campaign features seven case studies, including well-known local identities who share their firsthand experiences of working within the industry. Over the coming months, audiences will see the campaign widely across media platforms. Hospitality businesses and industry professionals are encouraged to engage with and share the content, helping to amplify these voices and the communities behind them. Ultimately, the campaign highlights an important truth: behind every product served across Tasmania’s restaurants and venues are local industries, local people and local stories - each contributing to the state’s reputation as a world- class destination for food and hospitality.
TWINS PORCHA AND PIPER ARE JUST TWO OF THE HUNDREDS OF TRUCK DRIVERS WHO KEEP THE SALMON FARMS MOVING, TRANSPORTING VITAL SUPPLIES AND PRODUCT ACROSS TASMANIA. PIC: WILDMAN FILMS
29 Tasmanian Hospitality Review June/July Edition
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