yjsj.

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C R E A T I V E A D V E R T I S I N G A G E N C Y

- T A S M A N I A -

T R E A S U R E I S L A N D

YJSJ’s proposed campaign ‘Tasmania: Treasure Island’, will offer a quirky and engaging marketing strategy to motivate travel to the state.

Whilst Tasmania may not have the palm trees, 42’ South offers a chest-full of unique adventures and precious places to discover.

Building on the weaknesses of the Afterglow campaign, this proposal will strengthen and broaden Tasmania’s current brand equity, its brand loyalty, alliances with external stakeholders, and of course, image and identity.

Having families as the campaigns identified target market invites involvement and reinforces the accessibility and uniqueness of Tasmania as a prime holiday destination offering tourism for the whole family.

yjsj.

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L I M I T A T I O N S O F T H E A F T E R G L O W

The Afterglow campaign embodied an overtly ‘short-term’ approach in generating tourism numbers and revenue within the state. Given the amount of funding behind the campaign this is particularly concerning and something that is addressed in this proposal. This ‘band-aid’ approach to generating tourism was established via:

• The characteristics of its target market, • Its short timeframe and • The sudden discard of its virtual

marketing tools.

Where there may have been scope to keep the effects of the Afterglow campaign reverberating, we feel the sudden closure of the campaign misused fresh opportunities and wasted revenue.

yjsj.

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C R E A T I V E A D V E R T I S I N G A G E N C Y

T A R G E T A U D I E N C E

Appealing to the family market carries significant power when it comes to generating long-term benefits for the state and it is proposed that Tourism Tasmania’s next campaign operate within a 'long-term' framework, ensuring the generation of sustained tourism and revenue.

Perhaps the most important thing in appealing to families are the long-term benefits generated by simply fostering adventurous childhood memories.

These memories are some of the most precious carried into adulthood, and it’s these memories which Tourism Tasmania must seek to foster and engage with.

We see these memories as facilitators ensuring the return of visitors to the state– long term. It is this recognition which underpins this campaign.

yjsj.

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C R E A T I V E A D V E R T I S I N G A G E N C Y

C R E A T I V E S T R A T E G Y

The creative strategy of the campaign will take strong stylistic and emotional cues from its ‘Tasmania: Treasure Island’ identity.

This theme will seek to nostalgically resonate with parents whilst alluding to an exciting and adventurous experience for children. Both print and online communication platforms will be utilised:

- Development of a microsite which features short ‘teaser’ videos, and adventurous and diverse itineraries tailored for family fun.

- Development of print adverts for feature in newspaper and travel/womens magazines.

- A children's activity pack incorporating coloured pencils and ‘travel journals’ full of activities based around Tasmania, animals and places, blank pages for personal entries and drawings, as well as ‘treasure’ maps based on places around Tasmania - to be given out on flights to Tasmania and on the Spirit of Tasmania.

- Phone app incorporating itineraries and activities based around the Tasmania: Treasure Island’ identity. yjsj.

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C R E A T I V E A D V E R T I S I N G A G E N C Y