Brand Tasmania

1. BMA 349 – Assignment 2
Olivia Grimsdale
Viktor Udd
Wenjuan Li (June)
Annika Hugo

2. CURRENT TARGET MARKET
• Men and women aged between 25-65 years
• People who have a high level of education and
disposable income
• The potential and actual customers are; couples,
families, independent or group travellers

3. CURRENT MARKETING STRATEGY
• Focused on mature values e.g. the natural
environment, history, food, wine, modern arts and
music
• Campaign focus is too narrow, missing an
important consumer group, children
• Recognise persuasion power of children in
choosing a holiday destination e.g. theme parks in
Queensland

4. PROBLEMS
• Brand Tasmania not targeting children
• Activities for children not being marketed

5. THE PROPOSAL
• Target children through an application
• High involvement advertising, meeting their wants
and needs
• Fun, interactive and educational
• Remain in conjunction with current campaign by
focusing on natural environment and things that
Tasmania has to offer

6. THE ‘APP’
• Realistic
• Games allowing fun and interactive learning about
Tasmania
• Information available for parents, such as maps
and journey planning based on sites and
information presented through games etc.
• Completely free with no hidden costs

7. THE SOLUTION – JOVA MARKETING
• Base purchasing decisions on active learning
• Encouraging repeat purchasing behaviour for
future generations of visitors
• Building Tasmania as a brand and a tourist
destination for families and young people