Tourism Tasmania launches ‘most extensive’ campaign and ties up with Seven Media Group
Tourism Tasmania is launching a campaign to promote the state as a holiday destination for Australian travellers throughout autumn and winter.
Running for nearly nine months, the tourism body claims it will be its most extensive communications campaign to date.
Created in conjunction with Whybin\TBWA\Tequila, the campaign will consist of a new social media strategy, a lifestyle TV series and a newly branded “Lumina – A Winter fo Festivals” cultural event.
In a tie-up with Seven Media Group, Tourism Tasmania is tomorrow launching a 10-part half hour weekly lifestyle/travel series called Discover Tasmania on Channel Seven and its digital channel 7Two.
“….Tasmania is alive and vibrant and is ‘the place’ to take a winter break, indulge a passion and explore a world class destination.”
Seriously?? Cracking their ‘problem’ was such a huge opportunity and this is what they end up with? Putting aside the fact that I have no idea what ‘a world apart’ is, I am so disappointed that they’ve resorted to standard tourism drivel. Indulge a passion??? They’ve got some powerful truths which they were clearly too scared to leverage.
Also, the front page of that website is appalling. The state is stunning. Show people.
here’s hoping that they don’t try and advertise it in Tasmania again. All the people in those age groups i know either international travel, or are preparing for a great Aussie camper tour.
Angus, the actual campaign website is here: http://lumina.discovertasmania.com/
The campaign focusses more on stuff to do rather than stunning landscapes of Tasmania.