Quirky new tourism campaign launched

CONFIDENCE in the tourism industry is at a 30-year high as Tourism Tasmania launches the third phase of its quirky Go Behind the Scenery advertising campaign.

The $6.6 million campaign will focus more heavily on highlighting deals, offers and packages to encourage viewers to jump on a plane or the Spirit of Tasmania immediately and travel before winter.

The print ads feature key attractions around the state and links them with other nearby experiences such as warning potential visitors they'll need a stiff drink after hearing harrowing stories at the Female Factory in Hobart and directing them to Cascade Brewery down the road. 

Tourism Tasmania has spent $1.7 million on the advertising campaign plus $2.9 million on joint marketing activities with its national travel partners. 

Premier Lara Giddings said combined with bonus coverage negotiated by Tourism Tasmania, the total value of the campaign was $6.6 million. 

Visitors to the state, excluding cruise ship passengers, topped one million in the 12 months to September for the first time. 

Tourism Industry Council Tasmania chief executive officer Luke Martin said the same level of confidence in the industry had not been seen in 30 years. 

``[Tasmania's] off the bucket list and on the must-do list,'' Mr Martin said. ``We've seen 16 per cent growth in visitors arriving to the state in 12 months. It's an extraordinary turnaround for the industry.'' 

He attributed the turnaround partly to the creative marketing strategy.  

``It needed to be fresh, it needed to be something that cut through.''

The Autumn campaign started last night - a month before last year - with television ads going to air in Melbourne and Sydney and runs until April 5. 

The Liberal Party has promised to inject an extra $4 million a year into the marketing budget.  


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