Tassie icons going global
TASMANIA’S iconic Bruny Island and Mona will be beamed to televisions across the world as part of Tourism Australia’s new campaign.
Tassie’s inclusion comes after one in five “high value” tourists named our state as a place they wanted to visit.
TASMANIA’S iconic Bruny Island and Museum of Old and New Art will be splashed across television screens from China to Germany in a new global tourism campaign.
Tourism Australia will unveil its latest campaign today – which is set to be a big departure from the infamous 2006 ‘Where the Bloody Hell Are You’ ads and its fake Crocodile Dundee sequel.
The new pitch will elevate the Australian way of life to a philosophy or ‘philausophy’.
Surfer Mick Fanning and comedian Adam Hills are tipped to be the campaign’s key ambassadors, along with celebrity chefs Kylie Kwong and Curtis Stone and Australia Zoo wildlife warrior Terri Irwin.
It will focus on nine aspects of Aussie life, including mateship, a ‘ no worries’ attitude, a sense of adventure, a love of nature, boundless optimism, a unique mix of cuisines, storytelling, a strong work-life balance, and a generosity of spirit.
Hobart, Launceston, Cradle Mountain, Bruny Island, MONA, the Freycinet Peninsula, Strahan and the Tasman Peninsula will all feature after research by the peak tourism body found Tasmania was one of the top Australian destinations wealthy overseas tourists would consider visiting in the next four years.
One in five “high value” international tourists named Hobart and Tasmania as key places they wanted to see Down Under.
Tourism Minister Simon Birmingham said the new campaign would help Australia “stand out from the crowd”.
“We know the unique nature of Australia combined with the welcoming and funloving nature of Australians sets us apart, and it is this combination that will form a powerful platform for our next wave of exciting new campaigns,” he said.
Research found 70 per cent of ‘high value’ travellers thought Australians had a different perspective on life and 82 per cent wanted to experience it for themselves.
Tasmanian senator and Assistant Minister for Regional Tourism Jonathon Duniam, who will launch the campaign in Sydney today, said part of the intention was to get tourists “off the beaten track”.
“These campaigns will highlight the incredible tourism experiences on offer across regional Australia,” he said.
The campaign is expected to launch across television, social media, magazines and newspapers, and billboards by the end of the year.
It will run in Hong Kong, South Korea, Malaysia, Indonesia, New Zealand, Singapore and India as well as the US, Canada, UK, France, Germany, Italy and China.