1. TASMANIA
The new and revised marketing campaign

2. TASMANIA
A NEW & REVISED
MARKETING CAMPAIGN
PROPOSAL
Juliet Bradshaw
Kyle Zhou
Eric Mao
Emma Howard

3. TASMANIA
Current Target Markets
 Backpackers; looking for isolation and untouched wilderness that Tasmania has to
offer
 Middle aged couple; on long term holidays, looking for places they’ve never
experienced for an adventure
 Photographers; endless historical buildings to explore and heritage sites as well as
nature and scenic views to capture
 International Tourists; a target market that is overlooked but should be quickly
becoming a key tourist target market to promote Tasmania
New and Revised Proposal
Tasmania is looking to flourish and grow as a tourist destination, it
is important to keep in mind it will lose its appeal if it does become a
tourist hub. One of the main defining features making Tasmania so
attractive is the seclusion it offers its guests via creating a tourist
driven state; the seclusion may be lost.

5. TASMANIA
Current Communication Tools
New and Revised Proposal
Focus should stay on overseas countries and the advertisements
towards those who have little knowledge of Tasmania at all
 Advertisements; posters/flyers/newspapers; still used to gain Tasmania’s brand
image, identity and brand equity
 Word-of-mouth; social media becoming the most powerful tool to communicate what
Tasmania has to offer
 Agencies; such as Discover Tasmania and Tourism Tasmania to set up homepages
to attract people travelling
 Online available film footage; both the visual & mix of celebrities enticing fans to visit
places they go to getaway and make Tasmania more desirable

7. TASMANIA
Current Creative Strategy
New and Revised Proposal
Tasmania should learn to pin point just what makes Tasmania so
special; the recluse and untouched environment
 Multiple campaign themes; all of which support one another in balance; Major
themes including “Destinations” & “Walking” to appeal to people looking for wilderness
 Target Marketing,
 Seasonal marketing and advertisement,
 Niche Marketing
 Segmentation

9. TASMANIA
Basic Issues/Problems in current campaign
 The main marketing issue in Tasmania today is the lack of promotion
concerning seasonal travel, throughout the summer tourism plays a large role
in Tasmania but throughout the winter months it is almost non existent
 The second issue is the approach to consumer driven content – without the
ability to share visitors past positive experiences in Tasmania, tourism lacks
it’s full potential to expand
 Another issue is being able to locate the correct visitors. By putting in
place social media promotions and public relation practices Tourism
Tasmania will be able to capture the correct audience.
New and Revised Proposal
The current state of Tourism Tasmania’s campaign is lacking modern day
technology advancements in relation to social media and seasonal advertising.
However, there is great potential to fix all issues when addressed by a corrected
marketing campaign.

10. TASMANIA
CURRENT CAMPAIGN CONCLUSION:
Seasonal advertising and promotion is key to the success
and growth of Tasmania’s tourism market. The marketing
of Tasmania is of high involvement; strategies must be
put in place to build and in force the brand equity of
Tasmania and essentially to associate Tasmania with a
tourist destination.
“The heart of successful marketing is that
customers cannot purchase and use
products they are not aware about”