Tasmania, A Rejuvenating Journey: From Sleepy to Rejuvenating

Julian Martin

This case describes Tourism Tasmania’s success in generating an additional A$17 million in tourism revenue from an advertising investment of A$1.3 million.

'Tasmania, A Rejuvenating Journey'

'From Sleepy to Rejuvenating'

EXECUTIVE SUMMARY

Tourism Tasmania's success in generating an additional $17 million in tourism revenue from an advertising investment of $1.3 million was an exercise in focus:

  • We focused on NSW, the state with highest population and greatest potential to make a sizeable impact on Tasmanian visitor expenditure.

  • We focused exclusively on the 169,000 people in NSW with the desire to visit Tasmania AND who spent $1,980 per head on their last holiday trip versus an average trip spend of only $763. These we defined as our Most Profitable Prospects - (MPPs -...

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