In the crowded world of tourism marketing, where generic sun-drenched beaches blur together, Tasmania stands out like a crisp winter morning. Their secret? Ditching the predictable and embracing a quirky, authentic brand that resonates deeply with travellers seeking something different.
In the crowded world of tourism marketing, where generic sun-drenched beaches blur together, Tasmania stands out like a crisp winter morning. Their secret? Ditching the predictable and embracing a quirky, authentic brand that resonates deeply with travellers seeking something different.
Most destination marketing feels forgettable. Often, it boils down to sanitised government brochures that lack the spark to ignite wanderlust. Tourism Tasmania recognised this trap and took a refreshingly different approach. Their journey started by listening. They conducted extensive interviews and workshops with Tasmanians, uncovering the heart and soul of the island. This deep understanding fuelled a brand platform that resonated not just with locals, but also with potential visitors.
"Come Down for Air": An Invitation, Not a Brochure
Tasmania's brand tagline, "Come Down for Air," is more than a catchy slogan. It's an invitation to experience the island's unique spirit: rugged, inventive and refreshingly honest. They didn't shy away from Tasmania's "challenges" – the remoteness and cold winters. Instead, they turned them into strengths, highlighting the unique experiences those very qualities create.
Winter? Usually a tourism death knell. Not in Tasmania! They embraced the colder months, creating campaigns around the "Odd Jobs" – wombat walking, truffle sniffing – that perfectly encapsulated the island's quirky charm. This strategy ensured they weren't competing with "beach paradise" destinations.
Tourism Tasmania also showed a willingness to experiment. Their "Tasman AI" campaign, a tongue-in-cheek response to a tech controversy, resonated with its humour and perfect brand alignment. They even cheekily congratulated Denmark's Queen Mary Elizabeth (a Tasmanian native) with an ad highlighting the island's "royal-worthy" views.
The results speak for themselves. Since launching their brand in 2019, Tourism Tasmania has seen a 43% increase in tourism revenue in 2023 (Tasmanian Visitor Survey). This success isn't an isolated success. They've consistently built upon their core platform, year after year, demonstrating the power of a long-term brand strategy.
Key Takeaways for DMOs
So, what can DMOs learn from Tasmania's success?
By learning from Tasmania's bold approach, DMOs can breathe new life into their destination branding, attracting travellers hungry for authentic experiences that go beyond the ordinary. Let's invite visitors to truly experience the soul of your place.
In the crowded world of tourism marketing, where generic sun-drenched beaches blur together, Tasmania stands out like a crisp winter morning. Their secret? Ditching the predictable and embracing a quirky, authentic brand that resonates deeply with travellers seeking something different.
Most destination marketing feels forgettable. Often, it boils down to sanitised government brochures that lack the spark to ignite wanderlust. Tourism Tasmania recognised this trap and took a refreshingly different approach. Their journey started by listening. They conducted extensive interviews and workshops with Tasmanians, uncovering the heart and soul of the island. This deep understanding fuelled a brand platform that resonated not just with locals, but also with potential visitors.
"Come Down for Air": An Invitation, Not a Brochure
Tasmania's brand tagline, "Come Down for Air," is more than a catchy slogan. It's an invitation to experience the island's unique spirit: rugged, inventive and refreshingly honest. They didn't shy away from Tasmania's "challenges" – the remoteness and cold winters. Instead, they turned them into strengths, highlighting the unique experiences those very qualities create.
Winter? Usually a tourism death knell. Not in Tasmania! They embraced the colder months, creating campaigns around the "Odd Jobs" – wombat walking, truffle sniffing – that perfectly encapsulated the island's quirky charm. This strategy ensured they weren't competing with "beach paradise" destinations.
Tourism Tasmania also showed a willingness to experiment. Their "Tasman AI" campaign, a tongue-in-cheek response to a tech controversy, resonated with its humour and perfect brand alignment. They even cheekily congratulated Denmark's Queen Mary Elizabeth (a Tasmanian native) with an ad highlighting the island's "royal-worthy" views.
The results speak for themselves. Since launching their brand in 2019, Tourism Tasmania has seen a 43% increase in tourism revenue in 2023 (Tasmanian Visitor Survey). This success isn't an isolated success. They've consistently built upon their core platform, year after year, demonstrating the power of a long-term brand strategy.
Key Takeaways for DMOs
So, what can DMOs learn from Tasmania's success?
By learning from Tasmania's bold approach, DMOs can breathe new life into their destination branding, attracting travellers hungry for authentic experiences that go beyond the ordinary. Let's invite visitors to truly experience the soul of your place.
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