Program Five - Intrastate and Visiting Friends & Relatives
The objective of the intrastate campaign was to increase awareness, knowledge and preference for Tasmania as the ideal holiday destination amongst Tasmanians.
The intrastate marketing campaign was defined by Southern Cross Television’s production and broadcast of an 11 episode television series ‘Discover Tasmania’. Hosted by Ed Halmagyi and Tim Campbell, the program was broadcast across Tasmania from September to December 2007.
This initiative was supported by the development of a high-quality magazine, Our Island. Two-hundred thousand copies were distributed as an insert in the Advocate, Mercury and Examiner newspapers in October 2007 into households around Tasmania. Online marketing, cooperative newspaper and television advertising campaigns, a direct marketing campaign that brought together other divisions within DTAE in the promotion of the department’s Discoveries Guide and two major intrastate competitions provided longevity to the campaign which concluded in late January 2008.
The television series was so successful in attracting viewers and in increasing intrastate visitation to operator’s attractions, that Southern Cross has negotiated with Channel 7 to screen the first series on mainland regional and metropolitan television. The first series will be broadcast to these markets during the next AFL season which begins at the end of April 2008 and we are currently negotiating to develop a second series of ‘Discover Tasmania’.
Contacts:
Tourism Tasmania’s Manager e-Marketing Shelly Boardman
Shelly.Boardman@tourism.tas.gov.au or (03) 6230 8164
Or your Regional Tourism Authority
