Tourism Tasmania
Sarah Clark
Tourism Tasmania’s CEO Sarah Clark on the latest brand campaign, recent global media coverage and planning for 2024. The Festive season is upon us, and while many people are winding down, our tourism and hospitality sector is winding up in preparation for peak season. Right now, our brand campaign Come Down For Air is appearing across advertisements in CBD and urban locations around Australia. Whether travelling through an airport, navigating busy traffic or hitting the gym, Come Down For Air will speak to people in those moments, inviting them to take a break from the everyday stress and routine of modern life. Come Down For Air encourages travellers to experience something a little more ‘Tasmanian’ than the daily grind. To illustrate what this can look like, we’ve engaged in two new content partnerships with The Guardian and The Imperfects Podcast. You may have already tuned into The Imperfect’s first outdoor episode filmed on Tasmania’s east coast featuring guest Gina Chick. Gina is an international rewilding facilitator and winner of Alone Australia, having spent 67 days surviving on eels, trout, slugs, sagg and wallaby in Tasmania’s wilderness. While Gina’s pursuits on Alone are inspiring, our partnership with The Imperfects assures visitors they don’t have to rely on their survival skills to experience the best of a Tasmanian bounty! For The Guardian partnership, nine articles will be published on the platform across December – February, delving into everything from our food waste pioneers, legends in the craft beer
space, and recommendations for wining and dining from restaurateur Bianca Welsh.
With Come Down For Air wrapping up in March, we’ve started to plan for our next major campaign, the Off Season, which will be in-market from April - August 2024. The winter campaign is focused on driving visitation over the cooler months, and we’re once again asking operators to get behind the campaign and create unique winter offerings for visitors. For 2024 we are ramping up the advertising and partnership investment, ensuring we continue to showcase Tasmania as a winter destination and the experiences that can only be enjoyed in our off season. We know we’re getting started with Off Season planning early and understand it can be tough to think ahead to winter during the busy summer months, but our research tells us 3–6 months lead time is what prospective visitors need to book their next trip. If you have an offer, or an idea for an offer, we would love to hear from you, so please visit ToursimTasmania.com.au/marketing/ campaigns for more info. As we round out the year, I want to highlight some past achievements for our sector. For me personally, as I reflect on my first year as CEO of Tourism Tasmania, I’m incredibly proud of the trajectory tourism and hospitality is on in Tasmania. We secured our collective vision for the visitor economy and made a commitment to positive impact tourism with the launch of the 2023 Visitor Economy Strategy in August. The strategy lays out our key directions for the next decade, including reducing our emissions, managing growth, investing in events and visitor infrastructure, and creating an
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