check list - trade resources · check list who are we and how ... than contrived or trite ... they...
TRANSCRIPT
Check List
Who are we and how are we credible to you?
Pulse check – how is Tasmania doing?
It’s all about the Brand baby!
How can you make it work for you?
Marriage of
Brand +
Sales
14% = 1.06 mill
12% = 9.14 mill
17% = 1.6 bill
• Victoria increased by 8 per cent, • New South Wales increased by 24 per cent• Queensland increased by 23 per cent.
Personality traits
Unique Characteristics
Perceptions
Truth
Tourism Western Australia
Tourism South Australia
Tourism Tasmania
Brand Positioning…………Great brands stand out because they are different. It’s what we offer our audience that sets us apart from other destinations
We are bravely different
We inspire visitors to be rewarded by their own rich journey of discovery
We make a virtue of our quirks and contradictions
Brand Personality………… We are original, offbeat and quirky rather
than contrived or trite
We are warm and charming rather than slick and clinical
We are full of meaningful insights rather than meaningless superlatives
We believe in using the truth rather than glossing over it
We gain style through substance, not the other way around
We tell a story with a wry smile rather than demanding attention
Brand Promise…………Our brand promise is our enduring strategic platform. The core benefit we offer our target audience.
Our target audience seeks more from life, and Tasmania offers them the chance to be immersed in the moment, to see the possibilities in every journey
Tasmania rewards a rich journey of discovery
Our Target Audience… We call our target audience Life Long Learners
They are primarily couples who travel regularly, are socially and environmentally aware and health conscious
They prefer less crowded, more interesting holidays
They will try new things and pay for quality
They are inquisitive and on a personal journey
They seek out new and enriching experiences that help them explore the world, and themselves, as well as shared experiences that bond them with their partner.
The Key DIFFERENCES from other states:
Significantly more inclined to visit
heritage and historical sites
Significantly More inclined to self
drive or undertake a road trip
Significantly more inclined to go to
farmers markets and do wine
tasting
Significantly more inclined to go
hiking bush walking or undertake
outdoor activities
Significantly more interested in arts
and cultural holiday experiences
It’s about story telling…
When people come back from a holiday, they tell a story.
The holiday itself is essentially their story brought to life
When they’re planning their holiday , they want to be able to visualise themselves in that story.
You aren’t just selling a holiday.
You’re selling a story.
You’re selling the story they’ll share with their friends and family when
they get back.
You’re not story tellers.
You’re story sellers.
Audience Travel Triggers Narrative
Understanding who you’re talking to: Remember our Life Long Learners?
Older couples, 40+, seeking a longer stay, touring-based experience.
Younger couples, 25-39, shorter stay, skew towards cultural interests
Match the kinds of people you’re talking to with the triggers we know work BEST for Tasmania:
- Farmers markets - Food and wine- Walking- Art and Culture- Self Drive- History and
heritage
Weave those products and experiences into a narrative that enables people to visualise themselves in the story
+ +
WWW.GOBEHINDTHESCENERY.COM
WWW.DISCOVERTASMANIA.COM
WWW.TASSIETRADE.COM.AU
FOLLOWS US @TASMANIA
