Essay Tourism Tasmania: Come Down For Air – Management Assignment Help

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Tourism Tasmania, the Tasmanian Government’s tourism marketing agency, promoted tourism in Tasmania with its campaign Come Down for Air. Tasmania was a popular tourist destination but primarily among niche audiences who came for short stays and, to increase state revenue, Tourism Tasmania needed to widen its target audience and extend the average length of each visit. The fact that Tasmania has some of the purest air on the planet inspired the Come Down for Air campaign. Through TV and OOH advertising, the agency aimed to build a long-term brand platform, position Tasmania as a life-enhancing holiday and create more mass appeal while retaining the island’s offbeat originality, as well as developing an idea that could grow with the island. The campaign significantly increased people’s intention to visit Tasmania and took hold in industry and pop culture, with commentators publicly praising it. Summary Tasmania. A wild and whimsical island off the mainland. The task was to retain this unique soul but scale to deliver 7x growth.

Here and beyond. Move it beyond a short break away to a place where you take away a way of life and being. Because there is no gap between how you holiday and how we live. Fueled by some of the purest air in the world. Literally a breath of fresh air. And we lived that by challenging tourism tropes and conventions and playing cultural branding. All foundations set by planning. Come Down For Air is a platform that is a call to arms for us all, placing Tasmania firmly on the map. No longer the island off the mainland but a place and state of being all of its own. A category and class of one. And a long idea the mainland might wish it could call its own. Planning Influence 1: Articulating the core challenge. Context and challenge Tasmania – the island off the big island that sits at the edge of world. Weird and whimsical, irreverent and inconspicuous, raw and relaxed. Home of the southern hemisphere’s most avant garde art collection and collection of quaint communities fuelled by cottage industries. Pristine wilderness. Seat of some significant Australian history, boutique accommodation and handcrafted everything.

Tasmania is a hotbed of contradictions. People think Tasmania is ‘different’ to the rest of Australia. Offbeat. Original. And it is. The goal? Naked Tasmanian ambition Off the back of quirk and difference, Tasmanian tourism numbers had momentum. In the year ending June 2018, The highest number of people ever recorded visited the state. Doesn’t seem like much of a challenge really. The problem? A short break away not quite a longer holiday.

Part of the problem was that people were thinking they could ‘do’ Tassie is a few days. It was a small island off a big mainland soyeh, ‘a couple of days, give or take, will do it’. This meant to increase revenue for the state, Tourism Tasmania wanted to extend the length of the average visit and also the amount spent, by appealing to a more ‘sophisticated’, higher yield traveller. One that could drive advocacy and a little more FOMO. In addition to those traveller typos, it was key that this idea also held an idealised mirror up to Tasmanianssomething they could feel pride in, live up to and make their own.

A need to broaden appeal without losing its soul. To achieve its 2020 visitor targets, Tourism Tasmania needed to broaden its appeal without diluting its unique character. To holiday with a mainland state of mind not just an island off it. To retain the sense of soul but at scale, make it feel expansive. Extending the brand narrative beyond physical Tasmania (i.e.the landscapes, the arts, etc) to also include the Tasmanian way. To appeal to international nomads restless for reset not just domestic day trippers (ok, more than a day but you get the drift).