TOURISM TASMANIArevised marketing strategiesdeveloped by Spiral Marketing

Image Source: (Organ Historical Trust Association, 2011).

PROBLEMS & ISSUES APPARENT WITH CURRENT MARKETING STRATEGY

- Target market- A focus on interstate markets- Targeting affluent couples (young and older)

- Geographical Problems- Lack of exposure to overseas markets (Tourism Australia’s The

Best Jobs in the World campaign).- Local Tasmania is not targeted regularly (Tassie Comeback Tour

was a result of the Dunally bushfire).

- Demographic- Intrastate (local families and groups of friends travel elsewhere –

such as during school holiday periods and seasonal holiday periods).

- International (cultured and arts markets not targeted – underuse of MONA and TMAG).

- Frequency- Tassie Comeback Tour was the first of its kind (a disaster should

not be the only trigger for local tourism marketing).- International markets rarely targeted (simply rely on exposure

of MONA and events such as the Sydney to Hobart Yacht Race).

- Strong, singular theme- Strong focus on nature/adventure (and has been so for many

years)- Save a Mainlander Campaign of 2012 was the latest example of

this too regular theme.

- Communication Tools- Discover Tasmania website (outdated)- Lack of competitions creating interest in the state on all

levels- Use of social media lacking (especially interstate and

international)

PROPOSED INTRASTATE MARKETING STRATEGY

Overview• Aim to keep locals holidaying in Tasmania

– Circulate money within local economy

• Focus on major holiday periods (when Tasmanians often plan holidays)– Christmas, Easter, Long Weekends, School Holidays

• Target people who plan major holidays via seasonal material

• Target people who can be enticed with campaigns to spend the weekend away

Seasonal Campaigns• Distinct themes for each season/s– Tourism activities vary during seasons– Use of four seasons (Winter, Spring, Summer,

Autumn) or two distinct ‘seasons’ (Warm - Oct-Mar, Cold - Apr-Sep).

• Provide additional communications and resources tailored for specific periods within each season– School Holidays, Easter, Long Weekends

-Tourism Tasmania utilised these methods well with ‘Tassie Comeback Tour’

- TV advertisement- Newspaper lift out- Social Media (Facebook page)- Website

- Further tools to increase exposure to target

- Competitions via radio, print and social media

- Seasonal tourism guides- Use patriotic Tasmanians to portray the

message

COMMUNICATION TOOLS FOR USE INTRASTATE

PROPOSED INTERNATIONAL

MARKETING STRATEGY• Utilize the knowledge base and resources

of Tourism Australia through consistent and close collaboration.

• Draw on Tasmania’s cultural and artistic qualities by using this as a focus for the creative strategy. Particularly in reference to MONA and TMAG.

COMMUNICATION TOOLS

FOR USE INTERNATIONALLY

• Television (focus on pay television, as well as digital advertisements).

• Print advertisements in art and/or travel journals and magazines (ie. Wallpaper, Travel & Leisure).

• Social media, with a focus on Twitter and Instagram (use of hash tagging).

12

34

REFERENCES

• Organ Historical Trust Association 2011, image, viewed 14 April 2013, http://www.ohta.org.au/confs/Tas11/images/map-of-tasmania.gif.

1 & 2 – Discover Tasmania 2011, photograph, viewed 15 April 2013, http://www.discovertasmania.com/au/product_page?a=87867.

3 – Shane Garton 2013, photograph, viewed 15 April 2013, http://www.shanegarton.com/xo/mona-museum-of-old-and-new-art/mona-and-tmag-go-to-paris/

4 – The Mercury 2011, image, viewed 15 April 2013, http://www.themercury.com.au/article/2011/11/19/278201_tasmania-news.html