Marketing Title

Spring Campaign 2007 - Island of Inspiration

Tasman Peninsula Campaign strip advertObjectives
Tourism Tasmania's "Island of Inspiration" interstate campaign has an overall objective of attracting Australian's to visit Tasmania on their next holiday.
There are a number of objectives specific to the Spring 2007 Interstate "Island of Inspiration" campaign as follows:

  • To further build on the new "Island of Inspiration" brand positioning
  • To develop the print advertising to better support the Television commercial by evolving it to provide a deeper explanation of the inspiring travel experience and the various regions across Tasmania.

Strategy
The new Island of Inspiration positioning articulates visitors experience when they travel in Tasmania. Tasmania provides amazing interactions in extraordinary places and the Island of Inspiration campaign communicates the experiential benefits of this amazing state.

Target Markets GraphicThe imagery used in the campaign takes the consumer through a number of inspirational experiences across the state, communicating its magical, epic, wondrous, wild, idyllic and immersing qualities.

Target Markets
Tourism Tasmania’s consumer target market is the state’s Most Profitable Prospects (MPP’s) who can be further broken down into three core groups outlined in the following table:

Media, Creative & Timeline
The key geographic areas focussed on in this campaign are Metropolitan Sydney & Melbourne, Regional NSW & VIC, South East Queensland and Perth.
The creative execution of the campaign consists of Television, Print advertising and Billboards.

Double page spread - ONE.

 

 
campaign mini of print ads

Waters that will leave your throat dry

Double page spread - TWO.

 

 
campaign mini of print ads

Here My Space isn't a web site

Double page spread - THREE.

 

 
campaign mini of print ads

The road to salivation

Print advertising
The print creative consists of four executions starting with “Waters that will leave your throat dry” in a Full Billboards Page format in Sunday Life magazine on the 21st October and followed with a Double Page Spread format in Good Weekend on the 27th October.  The final print advertising placements will be in early December 2007. More detailswill be supplied as they are launched into the market place.

Outdoor Billboards
Strategic Billboard locations in Sydney and Melbourne have been selected starting with the following creative executions.

Tasmania Magazine
A 32 page publication highlighting Tasmania's amazing experiences through interesting editorial and imagery.
1.3 million copies was distributed through a number of News Limited Front Cover - Tasmania MagazineNewspapers in Sydney, Melbourne, Brisbane and Adelaide on 24th September.

Television Commercial
A 45 second commercial similar to that launched in February 2007 is used in this phase of the campaign, in the following locations starting week commencing 28th October, 2007:

  1. National SBS & Pay TV stations
  2. Free to air metropolitan Sydney & Melbourne, Regional NSW & VIC, South East Queensland and Perth. 

Details of the specific media schedule can be obtained by contacting Trina Mangels, Marketing Executive, Trina.Mangels@tourism.tas.gov.au.