Tasmania repositioned as winter wonderland
Tourism Tasmania, through WhybinTBWATequila, have launched a campaign to reposition the state as the premiere destination for Australian’s Winter holidays.
The campaign includes a dedicated Tasmanian TV series, social media and events promotion. The TV series will be a 10 part, weekly, half-hour broadcast in the lifestyle/travel vein, featuring hosts Ed Halmagyi (Better Homes & Gardens) and Jack Campbell (All Saints), broadcast on Seven. It will also be promoted across Seven Media Group’s television, magazine, Virgin Blue and Yahoo 7 assets, as well as feeding into discovertasmania.com.
Promoting Tasmania’s Winter events, the campaign includes an overarching element entitled Lumina – A Winter of Festivals Tasmania 2010. This element has its own dedicated microsite, luminatasmania.com. To promote a number of events, eight ‘hero’ events have been selected to provide a halo effect for the others. They are: Targa Tasmania, Savour, Festival of Broadway, Festival of Voices, Hawthorn Home Matches at Aurora Stadium, Junction Arts Festival, Tasmania Symphony Orchestra Winter series, and the inaugural Australian Shakespeare Festival.
“We are extremely happy with how WhybinTBWATequila has taken our brief and brought it to life. Following on from our new brand position that Tasmania is A World Apart, not a World Away, they have created a campaign that communicates to our target audiences that winter in Tasmania is alive and vibrant and is ‘the place’ to take a winter break, indulge a passion and explore a world class destination,” said Jan Ross, Tourism Tasmania’s marketing director.
The campaign targets affluent 45-60 year olds, as well as “selective” 25-34 year olds, and will be Tourism Tasmania’s most extensive ever, with nine months of communications activity.
Media planning was executed by Bellamy Hayden and buying by Mitchells.