Tasmania unveils crusade

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6/11/2006

Tasmania unveils crusade

Tourism Tasmania has unveiled its biggest ever promotional drive as it bids to tackle a slump in domestic tourism and offset the demise of the Spirit of Tasmania III.

A $75 million package over four years has been presented by state premier Paul Lennon with the aim of bringing immediate and long term benefits.

Among the immedoate projects include a $6 million, two-year advertising campaign targeting key markets of Melbourne, Sydney, regional New South Wales and south-east Queensland, a $4.7m spring marketing push and a $7m autumn and winter crusade. Consumer research “to better understand changing consumer habits”, improvements to its e-marketing and websites and a plan to bolster regional tourism will also take place.

“This package has two focuses: embarking on Tasmania’s biggest-ever marketing push into eastern Australia and marketing within our state to encourage Tasmanian’s to stay at home,” Lennon said. “Tasmania needs to be bold and aggressive to maintain and build market share amid a national domestic tourism slump and this is just what this plan does.”

He added the plan has also been developed “in response to the challenges presented by the demise of Sprit of Tasmania III.

6 November 2006

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