1. Awards
Award-winning  Effie Award Silver 2012
creative marketing
 AdNews Agency of the year Finalist 2011
agency for some of
Australia’s best  APG Creative Planning Award Finalist 2010
brands.  Campaign of the year, Siren Awards 2007
Current Clients
We provide a fully
integrated and wide-
ranging marketing
services offering.

2. Lianna Gabrijelcic
Group Account Director
In a career of more than 10 years Lianna has
worked across a wide range of products and built
brands in Australia and Italy. She specialises in
the integration of IMC approaches with existing
brands thereby creating outstanding and
effective campaigns for our clients. She worked
for some of Australia’s largest brands such as
Telstra, Holden, Qantas and Billabong. Her
experience, gathered from across the
globe, also includes brands such as Dolce &
Gabbana and Fiat.
Lianna’s experience and superior customer
service will ensure the campaign exceeds
expectations.

3. Amellia Easther
Creative Director
Amellia is the Executive Creative Director of NU
Black Marketing Sydney. She joined the firm in
2012, from a small WPP owned creative firm
Inside Line. With 5 years previous experience in
the area, Amellia has a background in creative
strategy and management, and has worked with
both international and nationally leading brands
including Hugo Boss, Georgio Cavalli, Melbourne
International Comedy Festival, Ten Days on the
Island and Wittner Shoes.
Amellia’s creative flair will grab the attention the
brand needs and deserves.

4. Kevin Swarts
Research Director
Kevin pursued his passion for research in
marketing by completing his PhD in Business
Management at the University of Tasmania.
Regarded as a specialist in social media
marketing, Kevin is passionate about predicting
buyer behaviour and influencing the purchase
decisions of potential customers. He still works
part-time at the university researching a high
profile project with the university Vice-
Chancellor, Prof. Kim Leeman, on Art and
Destination Marketing.
Kevin’s research will provide valuable direction
to marketing campaign.

5.  The market has not been
segmented using psychographic
Problems criteria.
with the  Current marketing lacks a IMC
current approach that builds a clear
image of the travelling
marketing destination.
campaign

6.  The main brand message is not used
in a consistent way to build brand
recognition.
Problems
with the  The Tasmania logo fails to be part of
current a continuous and complete process
that links with the core marketing
marketing message.
campaign

7.  Social media and internet-based
technologies are not being used
effectively.
Problems
with the  Most used media are not integrated
with distribution partners.
current
marketing  Current social media and internet-
campaign
based technologies fail to link
cognitive, affective and behavioural
responses.

8.  Segment the market with greater
focus on psychographic criteria
(VALS).
New
marketing  Reposition the Tasmania with a clear
communication
destination image of wilderness and
heritage.
strategies

9.  Use social media and internet
technologies to capture lifestyle
market segments that respond to
images of wilderness and heritage.
New
marketing  Use social media and internet
communication technologies to connect with other
travel related websites and tourism
strategies operators.

10.  Increase brand equity
 Influence travel to Tasmania
 Reposition the brand
Communication
Objectives  Cooperative promotions
 Linking key touch-points

11.  Websites
- Discover Tasmania
- Tourism websites: Australia.com,
- Transport services: Airlines, Ferry
- Search engine optimisation
 Social Media
- Facebook, Google+, Twitter
- Youtube, Vimeo
 Television
Communication - Domestic & International
Tools  Magazines
- Tourist
- Lifestyle: adventure, hiking, fishing
 Billboards
- Domestic and Tasmanian airports
- In Asia, Europe

12. Linking
Together
Communication
Tools