EVERYDAY Tasmanians are being interviewed for the The Naked State project to help pinpoint Tasmania’s identity and develop its unique story and brand.
Interview material obtained from 200 randomly selected Tasmanians with different demographic profiles will help find this contemporary identity, and ultimately be used as marketing material.
More than 60 people from Launceston and its greater regions have already been interviewed, including people such as Juma, a leader of Launceston’s Sudanese community.
The Naked State is part of a larger move to transform Brand Council Tasmania and introduce legislation in 2019 for a new statutory authority.
It was introduced by Premier Will Hodgman in May, who said it was the timing was perfect.
“Developing the Tasmanian story is critical to our commitment to amp up Tasmania’s brand, and give us a louder and clearer sales pitch,” he said.
“There has never been a better time to promote our state and our reputation than now.”
Hobart-based marketing agency The20 was commissioned for the project.
Managing director Matt Fishburn and his team asked questions such as – what is unique about this place? What could only happen here? What would break your heart if you had to leave?
“We are looking to create a definition for Tasmania,” Mr Fishburn said.
“It is basically to create a place brand, and what underpins great place brands.
“It is not about a logo or a tagline, it is a story. There is something wonderful about Tasmania that people find difficult to articulate.
“That is what we are trying to find. What is this notion of place that we all know is here, that we haven’t yet articulated.”
Interviewees revealed that confidence in Tasmania was growing, and named success stories such as Josef Chromy, the Blue Derby Mountain Bike Trails and the Makers Workshop.
Mr Fishburn said generational Tasmanians and new Tasmanians often voiced similar sentiments.
“It doesn’t matter what region we were in there is definitely a change, and people are feeling that change, and often it is positive but there is a level of fear here as well. They love this place, the fact they can walk on the beach without anyone else being there, and that being a wonderful thing, but they know that that won’t always be the case,” he said.
He said many people had talked about Tasmania’s hardships.
“That goes right back to Aboriginal heritage, our penal colonies, and our pioneering hardships in terms of tin mining and the Hydro infrastructure … it hasn’t been easy, and what has that done to us, how has that impacted our psyche?”
Mr Fishburn said Launceston’s Juma had spoken about opportunities in his home town, which is a theme that was touched upon by other interviewees.
Born in Sudan, Juma came to Tasmania in 2006 as part of the humanitarian program.
He remains very involved in the 148 strong Sudanese community in Launceston where he has lived since his arrival.
“He [Juma] talked about how the small actions and simple steps taken within their community had helped them to become better versions of themselves, and he said Launceston had helped them to do that,” Mr Fishburn said.
Mr Fishburn said the new brand authority will become the custodian of the story, which will be used to guide trade, investment, tourism, government policy and community action in Tasmania.
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