Tassie Targets Well Off

Well off travellers who spend $200-plus a day are being targeted as part of Tourism Tasmania’s $1.7million spring campaign.

Targeted will be affluent younger couples and solos and wealthier older couples, both empty nesters and retired couples. A cinema, television, press and on-line advertising blitz has been designed to lure “resilient” mainlanders who are not looking for cheap deals or the peak summer season. The campaign, which coincides with a slump in domestic tourism across the country, emphasises Tasmania’s natural beauty and built heritage.

It was backed up by research showing travellers were motivated to visit the state for its beaches, heritage and culture, food, wine and wilderness. Tourism Tasmania chief executive officer Tony Mayell said the campaign was “getting back to the roots, getting back to the core strength of Tasmania”.

Mr Mayell said these groups had a “high degree of resilience” and were “prepared to pay a bit more”.

“Tasmania has product that appeals to both ends of the spectrum,” he said.

The key message in the cinema advertisement is Tasmania is A World Apart, Not a World Away.

Tasmania was facing stiff competition from Queensland and its massive post-flood tourism spend injection and Mr Mayell said Tasmania needed to get ground back in the Victorian market.

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