The State Government today announced that it was continuing the funding for another two months of the innovative and high successful Go Behind the Scenery marketing campaign.
The Premier, Lara Giddings said today that Phase 3 of the campaign, valued at around $6.6 million, includes $1.7million funding from the Tourism Tasmania budget.
“The campaign starts tonight on Melbourne and Sydney television and runs until 5 April and introduces some novel ‘behind the scenery’ experiences in Tasmania to reflect the state’s tourism brand.
“The campaign builds on the inaugural Go Behind the Scenery campaign launched in March 2013 and followed up by Phase 2 in August last year,” she said.
The Minister for Tourism, Scott Bacon, said the research conducted to track the performance of the Go Behind the Scenery campaigns last year show that they have been successful at raising people’s awareness of Tasmania as a great holiday destination, and inspiring more of them to make a holiday booking.
“As a result, the State Government had decided to kick the new campaign off a little earlier this year to continue building momentum while we are still welcoming thousands of visitors this summer.
“In addition to the use of TV, print, online and outdoor advertising to promote the state between February and April, Tourism Tasmania is also investing in more cooperative marketing with national air and travel partners during autumn, to boost travel bookings and sales ahead of and during our winter.
“Using a larger share of our annual cooperative marketing budget for joint promotions in autumn with partners like Virgin Australia, Flight Centre, Jetstar, Tigerair, Qantas and TasVacations, is an important part of the state’s new 5-year tourism marketing strategy,” he said.
The Premier, Lara Giddings said that from an initial outlay of $1.7 million for media advertising this autumn, Tourism Tasmania has been able to negotiate additional bonus TV, print, outdoor and digital advertising, bringing the total value of media advertising for Go Behind the Scenery campaign this autumn to around $3.7 million.
“However, the joint marketing activities with air and travel partners between now and winter is also an integral part of the autumn campaign.
“So when you add the additional $2.9 million investment by Tourism Tasmania and its national travel partners in joint marketing activities this autumn, it raises the total value of our 2014 autumn tourism campaign to around $6.6 million.
“This is a significant investment by Tourism Tasmania and its air and travel partners in promoting our state and generating more tourism business for the industry.
“And this investment doesn’t take into account Tourism Tasmania’s spending on other public relations, trade marketing, international and sector marketing programs during this period as well,” she said.
Mr Bacon said that Tasmanian tourism was setting records with the latest set of visitor numbers released showing over one million people visited Tasmania on regular air and sea services during the 12 months to September 2013.
“This shows what can happen when world-class experiences, outstanding events and vastly improved air capacity are combined with very focussed, creative and effective destination marketing.
“The State Government is committed to seeing the state realise its tourism potential, and will continue to invest millions of dollars in supporting Tasmania’s tourism and hospitality sectors through a range of marketing, event and infrastructure projects.
“And with a top-class events program coming up this winter through events like Dark MOFO, Festival of Voices and AFL games, I am confident that we can continue to build on our current successes and make Tasmania a popular and vibrant all-year round travel destination,” he said.
Source:- Tourism Tasmania
No comments:
Post a Comment