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Tourism Tasmania opens RFI to ‘overhaul’ marketing program with new project

Tourism Tasmania is to overhaul the state’s marketing with a new project, Interactive Design and Information Architecture (IDIA), to more deeply integrate data sources and personalised marketing channels into its campaigns.

The project’s request for information states the Tasmanian tourism body is looking to “overhaul” its marketing program to become a “consumer-focused content marketing organisation” which will result in brand campaigns being replaced with “always on” branded content, customer communications and cross-channel experiences.

“The vision will revolve around having an in-depth understanding of our consumer through gathering consumer data and analytics at every touchpoint, (off and online) and using this information to deliver customised communications and content that lead consumers down the path to purchase across Tourism Tasmania’s owned channels,” the RFI states.

Mumbrella understands the current RFI is to help the tourism body with its digital transformation and positioning.

“Tourism Tasmania is progressing with the transformation in a phased approach,” the RFI says.

The request for information adds: “This RFI is an information seeking process in which the Agency seeks to collect information and opinions from Marketing Technology providers in regards to the Agency’s vision for its IDIA Project.”

Tourism Tasmania had not responded to Mumbrella at the time of publishing.

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