'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 -...