Tasmania is known nationally and internationally as a spectacularly pristine land and sea environment with a rich cultural heritage and a world-class food and wine offering. But many other destinations – New Zealand, Oregon, Alaska and a myriad of others – can claim the same. In today’s increasingly noisy marketplace, with all the information that bombards consumers, it’s getting harder and harder to attract their attention.
A brand is the personality that identifies a product, service, or company. It’s the associations that people make with the product – their thoughts, feelings, perceptions, images, experiences, and attitudes. It is not a logo or a tagline, though both should communicate the qualities of the brand.
Tasmania, the Quiet Pursuit of the Extraordinary.
Articulating a destination brand is hard, so Brand Tasmania has created a really helpful website to get you going. We recommend exploring the site which offers some great tools for you to tell your unique story in an authentic Tasmanian way across all promotional platforms.
In an increasingly competitive and cluttered tourism marketplace, we’ll build a strong brand more quickly if we all communicate in a similar way. So try to promote your product in a way that fits with and helps further strengthen these brand values.
When talking to potential tourists about the south, we are encouraged to:
- point to our brand attributes whenever possible;
- infuse energy;
- incorporate character traits, human qualities and stories;
- make it believable, keep it natural and real; and
- hone in on what gives the destination a fresh ‘take’ or twist.
Tip: See how Tasmania’s brand is being shared nationally and internationally: http://www.tourismtasmania.com.au/marketing/campaigns