Spring Campaign 2007 - Island of Inspiration
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
- 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
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
The 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.
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
The creative execution of the campaign consists of Television, Print advertising
that will leave your throat dry
Here My Space isn't a web site
road to salivation
print creative consists of four executions starting with “Waters
that will leave your throat dry” in a Full 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
Strategic Billboard locations in Sydney and Melbourne have been
selected starting with the following creative executions.
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 Newspapers in Sydney,
Melbourne, Brisbane and Adelaide on 24th September.
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:
- National SBS & Pay TV stations
- 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.