Industry Up-Date  - January 07

Program 1 - Consumer Research

First stage of the perception study has been completed and top line data should be available to us by the end February.  Stage one will result in broader understandings into why consumers travel and their perceptions of Tasmania as a holiday destination, including detail on why consumers do and don’t choose Tasmania and their triggers and barriers to conversion. It will reveal what consumers perceive to be Tasmania’s core strengths and begin to identify, from responses, the unique selling propositions of local areas in Tasmania.   Stages two and three will build on the results of stage one and will continue over the coming months. 

Planning for the second stage, which is about the development of Tasmania’s unique selling proposition, is now underway.  It builds on stage one where the consumers identified what they considered were the highlight positionings of local regions. It will test responses to predetermined bundles of experiences/products/icons as identified in Stage one and from the Experience Strategy review. It will also need to explore and test visitor information sources, preferred booking methods and communication styles.

Program 2 - Spring Campaign

Both TT-Line and Tourism Tasmania have completed this for 2006/07.

Tourism Tasmania extended its planned Spring Campaign through the use of additional media and taking up opportunities within Tourism Australia’s domestic campaigns.

This additional advertising was aligned to Tourism Tasmania’s core spend, as it was in accordance with the brand look and feel of the core campaign. In addition, the media and timings were selected to complement the core campaign.

TT-Line developed and implemented three concepts:

1. The development of online advertising to enhance the Spirit of Tasmania Spring advertising campaign
2. The development, production and distribution of a 16 page full-colour North West Tasmania catalogue, and
3. The production of a 4 panel postcard and email e-card to enhance the Spirit of Tasmania Spring campaign

All three concepts were aimed at generating additional tourist numbers to visit Tasmania and in particular the North West region.

Program 3 - Autumn / Winter campaign

Joint planning discussions have been held between TT-Line and Tourism Tasmania and under this program the following has been developed. 

Tourism Tasmania has developed a 32 page glossy publication called “Tasmania Magazine”, with stories by writers such as Leo Schofield, Neil Kearny, Mark Webber & Jo Trzcinski. 
The Tasmania Magazine will be inserted into selected News Limited newspapers in Melbourne, Sydney, Brisbane and Adelaide on Tuesday 27th February, 2007.  This represents an approximate circulation of over 1.3 million copies and achieves the impact of a quality glossy magazine with the mass reach and readership of a newspaper.

TT-Line has developed the online advertising campaign “Hot Day Sale” to enhance their Autumn advertising and generate additional tourist numbers to visit Tasmania.

Program 4 – Major Destination Campaign

Planning is underway, but as much of this campaign will result from the major perceptions study outlined above, it is likely this will be delivered sometime within the July/September period with the new spring/summer campaign.

Program 5 - Intrastate campaign

Planning is underway and it is expected to implement the activities early to mid 2007.

Program 6 - E-marketing

The development of a digital strategy is well underway, but the timing of the implementation of this strategy has not been finalised.  However, due to the progress made to date, Tourism Tasmania is still on track to deliver a four-year program within two years.

Program 7 – Market Ready Regional Development

7.1       Product and Experience Development Fund

This fund closed on 25 January 07.  A total of 48 applications were received, requesting more than $8 million in funding.  Applications are now being assessed in accordance with governance guidelines.

It is expected that successful submissions will be announced in early March 2007 by the Minister.

7.2       RTA Capacity Building Fund

Cradle Coast Authority, Totally South Tourism and Northern Tasmania Development have reached agreement with Tourism Tasmania and Memorandums of Understanding (MOU) are currently being finalised. 

7.3       Cooperative Marketing Fund

Tier One
The Regional Tourism Authorities are currently developing their cooperative marketing prospectus/plans for submission and approval in February 2007. 

Tier Two
This fund was advertised on 1 December 2006.  This fund will be processed on a monthly basis until either all funds are allocated or by the deadline date of 18 May 2007. 
This is for administrative purposes and allows for suitable timelines for marketing campaigns.  Applications will be assessed according to the governance guidelines.  The first assessments are currently being conducted and will be announced in March 07.