1. TOURISM TASMANIA
revised marketing strategies
developed by Spiral Marketing
Image Source: (Organ Historical Trust Association, 2011).

2. 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).

3. - 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- Discover Tasmania website (outdated)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)

4. PROPOSED
INTRASTATEMARKETING
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

5. 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

6. -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

7. PROPOSED
INTERNATIONALMARKETING
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.

8. 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).

9. 1 2
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10. 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_tas
mania-news.html