Tassie will spend more than Queensland and New Zealand
With a beefed up marketing campaign funded with money saved from Spirit of Tasmania III, for the next two years, Tasmania will spend more on tourism marketing than Queensland and New Zealand, breaking the history of Tasmania being outspent by its competitors, according to Tourism Council of Tasmania chairman Daniel Leesong.
Every cloud has a silver lining as the cash windfall follows Premier Paul Lennon’s announcement of a unanimous Cabinet decision to sell the vessel and axe the Sydney-to-Devonport ferry run from September.
“Over the next two years, we would expect to triple our spend,” Mr Leesong said.
During the year from September 2004 to August 2005, Tasmania spent $A2.5 million on advertising placements and in that time the New Zealand Tourism Office spent $A3.8 million, Tourism Queensland $A6.9 million, the Northern Territory Tourism Commission $A4.9 million and Tourism Victoria $A3.4 million.
Tourism Tasmania will be consultation with the Tourism Council and industry representatives to determine how the money will be spent, but Mr Leesong predicted more electronic advertising, television and sophisticated online campaigns.
On Monday Mr Lennon confirmed that Tourism Tasmania would get $25 million, the remnant funding from Spirit of Tasmania III and Mr Leesong added, “They are big dollars by anyone’s measure”. “It will open up a whole heap of avenues, but we must make sure we have a clear plan because that sort of money could be squandered without conversion to visitor numbers.”
Tourism Minister Paula Wriedt will share the expenditure responsibility with Mr Lennon.
“We have been told that industry will have a major say,” Mr Leesong said and he expected a special advisory or sub-committee to be established by the Minister during the next few days to develop a clear approach.
Report by The Mole
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