TASMANIA

The new and revised marketing campaign

TASMANIA

A NEW & REVISED MARKETING CAMPAIGN

PROPOSAL

Juliet BradshawKyle ZhouEric Mao

Emma Howard

TASMANIACurrent Target Markets

Backpackers; looking for isolation and untouched wilderness that Tasmania has to

offer

Middle aged couple; on long term holidays, looking for places they’ve never

experienced for an adventure

Photographers; endless historical buildings to explore and heritage sites as well as

nature and scenic views to capture

International Tourists; a target market that is overlooked but should be quickly

becoming a key tourist target market to promote Tasmania

New and Revised ProposalTasmania is looking to flourish and grow as a tourist destination, it

is important to keep in mind it will lose its appeal if it does become a tourist hub. One of the main defining features making Tasmania so attractive is the seclusion it offers its guests via creating a tourist

driven state; the seclusion may be lost.

TASMANIACurrent Communication Tools

New and Revised ProposalFocus should stay on overseas countries and the advertisements

towards those who have little knowledge of Tasmania at all

Advertisements; posters/flyers/newspapers; still used to gain Tasmania’s brand

image, identity and brand equity

Word-of-mouth; social media becoming the most powerful tool to communicate what

Tasmania has to offer

Agencies; such as Discover Tasmania and Tourism Tasmania to set up homepages

to attract people travelling

Online available film footage; both the visual & mix of celebrities enticing fans to visit

places they go to getaway and make Tasmania more desirable

TASMANIACurrent Creative Strategy

New and Revised ProposalTasmania should learn to pin point just what makes Tasmania so

special; the recluse and untouched environment

Multiple campaign themes; all of which support one another in balance; Major

themes including “Destinations” & “Walking” to appeal to people looking for wilderness

Target Marketing,

Seasonal marketing and advertisement,

Niche Marketing

Segmentation

TASMANIABasic Issues/Problems in current campaign

The main marketing issue in Tasmania today is the lack of promotion

concerning seasonal travel, throughout the summer tourism plays a large role

in Tasmania but throughout the winter months it is almost non existent

The second issue is the approach to consumer driven content – without the

ability to share visitors past positive experiences in Tasmania, tourism lacks

it’s full potential to expand

Another issue is being able to locate the correct visitors. By putting in

place social media promotions and public relation practices Tourism

Tasmania will be able to capture the correct audience.

New and Revised Proposal

The current state of Tourism Tasmania’s campaign is lacking modern day

technology advancements in relation to social media and seasonal advertising.

However, there is great potential to fix all issues when addressed by a corrected

marketing campaign.

TASMANIACURRENT CAMPAIGN CONCLUSION:

Seasonal advertising and promotion is key to the success and growth of Tasmania’s tourism market. The marketing

of Tasmania is of high involvement; strategies must be put in place to build and in force the brand equity of

Tasmania and essentially to associate Tasmania with a tourist destination.

“The heart of successful marketing is that customers cannot purchase and use products they are not aware about”