Jan Ross Director Marketing & Commercial Operations Tourism Tasmania Working W ki together h to connect with customers
The Tasmanian Brand – What is it? Associations with Tasmania: • Friendliness of locals • Unspoilt • World class attractions • Environment • Interesting and exciting Travel associations of Tasmania • Offers interesting and exciting things for me to see and do • A place which is unspoiled • Offers world class tourist experiences which are easy to get to • Where the natural environment is managed sustainably • Tasmanians are friendly and welcoming Keywords associated with Tasmania: • experiences, explore, authentic, proud, caring • friendly, welcoming, pure, genuine
Tourism Tasmania
How do customers connect to our Brand for a holiday? y
Associations of Tasmania: • Friendliness of locals • Unspoilt • World class attractions • Environment • Interesting and exciting Travel associations of Tasmania • Offers interesting and exciting things for me to see and do • Offers interesting and exciting things for me to see and do Reactivation motivation activation Conversion Experience Return • A place which is unspoiled • Offers world class tourist experiences which are easy to get to • Where the natural environment is managed sustainably • Tasmanians are friendly and welcoming Keywords associated with Tasmania: • experiences, explore, authentic, proud, caring • friendly, welcoming, pure, genuine
Tourism Tasmania
Tasmanian Holiday Checklist
• How do I get there? • What will I do there (Experience 1st) then Wh t ill I d th (E i 1 t) th where do I get that experience? • Where should I go there (Destination 1st) then what can I do there? • Where do I stay? • How do I get around? g • What will it cost? • How long will it take? ........................... How long will it take?
Tourism Tasmania
Visibility
• Where are they looking for a holiday choice and how do they find Tasmania? • And where do they find you – y y the small tourism business?
Destination Marketing – the Big Picture Content (theme) •Brand affiliate Partners, •Media partners, •Non traditional Partners •Non-traditional
Brand
Audience reach
World Class: Close •Industry Partners •Zone partners •Sector partners •Event partners
Traditional
ICONS – Internationally recognised Experiences (sectors) Zones x 5, Events/Festivals Suppliers (products) Events/Festivals,
CONVERSION – HOLIDAY PURCHASE Discovertasmania.com, Tas e-connect, Wholesalers, Retailers, Airlines, Spirit, Suppliers, Holiday Planners
Online
Tourism Tasmania
Zone Marketing
•What is Zone marketing? •What is Zone marketing? •How has it been working? •Zone Marketing Evaluation ‐ next 3 years
North West Coast Feeling : Breathe Experiences: Rejuvenate the soul in picturesque coastal and rural towns, take in the wildlife on a S lC Seal Cruise i or a forest f t walk lk and d explore l the th blooming bl i tulips t li gardens. d Proposition: Undiscovered, pure nature. Spectacular, accessible wilderness and pristine farm-gate produce - gives you space to reconnect and recharge the soul.
Launceston, Tamar and the North Feeling : Indulgent
Experiences: Indulge yourself along the famous Wine Route from Launceston through the Tamar V ll taking Valley t ki iin some off A Australia’s t li ’ b bestt sparkling kli and d cooll climate li t wineries. i i Explore E l the th heritage properties and sites of the Norfolk Plains and the North East. Proposition: Food and wine indulgence upon a truly historical backdrop.
Western Wilderness Feeling: Inspired Experiences: Discover wilderness your way by; rafting on the Gordon/Franklin River or Cruising the Gordon River, spectacular Cradle Mountain walks or mountain bike riding in some of the most awe-inspiring wilderness on earth. Proposition: Awe-inspiring wilderness and remote luxe luxe. Challenges you to go deeper and change your perspective.
East Coast Feeling: Rejuvenate Experience: Get outdoors and enjoy sea-kayaking, walking along some of the most amazing coastline in Australia and sample the freshest seafood right where it’s caught. Proposition: Dramatic coast made for exploration. Recharge with breathtaking walks, fishing, kayaking, upclose nature experiences and then reward yourself in a luxury y lodge g enjoying j y g the freshest local p produce.
Hobart and Surrounds Feeling: Reconnect
Experiences: Indulge your foodie and cultural side with experiences like The Agrarian Kitchen, Salamanca Markets and award-winning restaurants and wineries. Take in the newly opened Mona Gallery. Proposition: Inspiring picturesque, waterside cultural hub. Where local passions provide an eclectic clash of old and new cultural experiences. Embrace the art, history, architecture, restaurants, wineries and surrounding nature.
Experience Marketing Experience Marketing
Tourism Tasmania
Focus and Consistency
Focussed communications Focussed communications – on brand, – on message, – consistency over time
A very professionally presented and executed campaign that has added l long-term value l to the h awareness and brand value off Tasmania.� Cradle Mountain Lodge
Tourism Tasmania
Success of Spring Campaign Great feedback from our partners Innkeepers
13%
Tasmania’s Vacations
100%
Escape Travel
142%
Q Qantas H Holidays lid Flight Centre
41% 415%
Tourism Tasmania
Lumina – A Winter of Festivals 2010 Lumina – A Winter of Festivals 2010
Tourism Tasmania
• • • • •
How Can YOU Connect to Customers with Tourism Tasmania?
Zone Marketing Campaign alignment and co‐op Campaign alignment and co op advertising advertising Online marketing Di t ib ti Distribution co‐op campaigns i Team Tasmania (International Markets)