Tasmania, A Rejuvenating Journey: From Sleepy to Rejuvenating

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...