WINTER 2021 TRAVEL TRADE TOOL KIT

WINTER 2021 TRAVEL TRADE TOOL KIT

Welcome to
the Off Season
––––– Tourism Tasmania is currently in market with it's biggest ever winter
campaign aimed at showcasing the distinct experiences on offer in Tasmania
during the cooler months. Our marketing program will harness the competitive
edge we have over other states and show travellers that winter is a season worth
embracing, rather than escaping.

The Off Season is our invitation for visitors to enjoy all that a winter in Tasmania
has to offer. We aim to embed Tasmania in the Australian psyche as a must-do
winter holiday destination and make the Off Season part of Australian culture.

We view the Off Season as a concept that we can collectively build on year after
year, allowing us to smooth out traditional seasonality and encourage strong
visitation all year round.

Having our trade industry connected into the Off Season is a win-win situation.
It allows us to amplify the message and provide different story angles that can
connect with potential customers and cut through busy advertising messages.
For our trade industry, it’s an opportunity for you to connect more closely with
our work, leverage our investments and provide your clients with a totally different
experience than they would get in the warmer months.

This toolkit provides you with the information, ideas and assets that you need to
leverage the campaign. We really want you to embrace the Off Season this winter
across all your business and marketing activity.

Thank you for joining us in positioning Tasmania as a ‘must-do’ winter experience.

The truth about
winter in Tasmania
––– Winter is when Tasmania is most different to the mainland.
We do it properly because we are built for it. It’s when our
anti-ordinariness and our unique creative spirit comes to
the fore. Tasmania is packed full of stimulating experiences.

What a Tasmanian winter holiday can do
–––  Tasmania offers mainlanders the chance to get off the sofa and do
something with the other 25% of their year rather than let it go to waste.

Tasmania is the defibrillator from the winter coma, the electric shock therapy
for winter brain. The virtual smack in the mouth of Dark Mofo, the intense
indulgent pleasures of rich food and sumptuous wine, amazing festivals,
breathtaking snow-dusted landscapes. The jolt to the system of bursts of
cold air followed by hot fires and a cheeky whisky.

Feeling exalted, curious, content, challenged but always feeling something.
A winter spent wide-eyed not half asleep.

The Off Season is…
––– About stimulation, waking people up from an otherwise
semi comatose winter.

––– Positive.

––– When our anti-ordinary side is most apparent.

––– An opportunity for you to experiment with your offering
or potentially even collaborate with local operators.

The Off Season is not…
––– Literal – about being closed.

––– About money off.

––– Just about being weird.

––– An invitation for bad puns e.g. %$@!& off, off beat, off colour.

How it comes to life
(on the ground in Tasmania)
What is an Off Season experience?
––– They are designed to make our visitors feel something.
    This could range from feeling content to challenged or
    even exalted. We want them to wake up this winter and it’s
    our Off Season experiences which will contribute to this.

––– You might see operators adding something very simple,
    such as rebadging a product that already exists. Or it
    could be a more complex options, like different products
    collaborating with other operators to deliver something
    which fills a gap in the visitor experience. Or it could be
    something somewhere in between.

––– An Off Season experience is only available in Tasmania
    during the cooler months. Make sure you explain this to
    your clients so they don't miss out the opportunity to
    experience Tasmania in winter.

Leveraging The Off Season
campaign
––– Make sure when promoting The Off Season it is clearly
communicated on your own channels (eg. website and social media) and
in collateral such as posters and brochures.

––– If you send eDMs, make sure you tell your subscribers what you’re
doing for the Off Season. This is a cost-effective way of getting the
word out there. If you link through to our campaign page, your clients
will be able to get additional information about the Off Season which will
hopefully help entice them to book a trip with you.

––– We have created a wordmark (or symbol) with the intention of linking
our Off Season campaign collateral and our Off Season operators. The
campaign wordmark will feature in our marketing communications on
the mainland so that when visitors see it during their time in Tasmania,
they will recognise it. The wordmark is a signal to visitors that they are
participating in the Off Season and have something special to offer
them. Visit our Tassie Trade resource page to download the wordmark.

CAMPAIGN WORDMARK                  TRAVEL TRADE WORDMARK

Travel Trade wordmark

––– Here are a few examples of how the wordmark could be
applied depending on the channel. We would encourage you
to use the wordmark in your Off Season communications.
If you would like guidance on how it should be displayed,
please get in touch.

                                                 Liked by sar_robbos and others

                                        kittawalodge On King Island, we are so lucky to have an incredible
                                        team of local fishers, who fish our local waters and bring them back
                                        to shore every day.

                                        A true ocean to plate Off Season experience, for our guests to
                                        enjoy. Book ahead to enjoy a seasonal fresh seafood dinner during
                                        your stay at Kittawa Lodge during the winter season.

                                        World class produce. World class destination.

Brand and imagery
––– The Off Season is aligned with our Tasmania – Come Down
For Air brand platform, with a more ‘seasonal’ interpretation.
When developing marketing materials for your clients, keep
the following brand guidelines in mind and choose imagery and
language that align with the brand.

      Satellite Island
      © Adam Gibson

Photographic principles

––– Imagery brings to life what makes Tasmania, Tasmania.
Appeal to your audience by choosing imagery that focuses
on moments that are real, showcasing the unique character
of the state during winter. When selecting or creating images
to communicate the Off Season, consider the following;

––– Images should convey the          ––– Embrace imperfections.
     feeling of the Off Season;            Think water on a lens, motion
     visceral, alive and at times          blur, etc. Images should feel ‘of
     unusual.                              the moment’ and raw.
––– There’s also an opportunity for   ––– Exploring free, natural poses
     relaxing moments, but with a          and facial expressions,
     graphic, unconventional twist.        sometimes awkward and
                                           unexpected to give the shots a
                                           sense of energy.

Selecting imagery

–––   Tourism Tasmania tries to select images that are not overly saturated or
      duotone, avoids lens and sun flares, exposure effects and overly posed or
      curated images.

–––   COVID-19 means there is heightened consumer awareness of social
      distancing, health and hygiene measures. It is important to consider this
      when selecting product imagery for your marketing activity. For example,
      avoid images of groups sharing large platters of food or depicting activities
      with large crowds (even though they may be permissible at the time), and
      take into account social distancing requirements.

–––   Tourism Tasmania has an extensive library of brand aligned images that is
available freely for industry to use. You can search and order images from the
Tourism Tasmania Visual Library. A specific winter themed album is available on
the Visual Library.

Social media
––– Social media presents a great opportunity for Travel Trade
to bring the Off Season to life and engage your target clients
with the special experiences.

Tourism Tasmania’s social media hashtag #DiscoverTasmania
and social media accounts will be the lead social platform for
this campaign.

Increase your exposure
–––   When posting about The Off        –––   Using #DiscoverTasmania is a
Season, include the Off Season in       great way to increase exposure to a
the caption. Let your people know       large audience of potential clients.
about your Off Season involvement       Encourage your staff, clients, friends
and creative captivating social media   and family to share their Off Season
videos and stories to showcase          experiences on social media and to
Tasmania during winter and why your     use the hashtag – more shares means
clients need to come and experience     more exposure. Make sure to add your
it this winter.                         own hashtag to your posts, too.

Creating social content
––– Whether it’s a video or a photo with an accompanying
caption, there are some simple things you can do to give
your social posts the ‘likes’ it deserves.

–––   Keep your audience top of mind
      For social media content to be effective you must always keep your
      audience top of mind. By thinking about your audience, you will have
      a better chance of sharing content that is engaging and relevant. Most
      people look at their social newsfeed to get updates from family and
      friends, so the content that we post needs to be able to compete with
      that, and not appear too commercial.

–––   Use ‘thumb-stopping’ quality imagery and video
      You only have a few seconds to connect with someone or they keep
      scrolling. With this in mind use eye-catching and captivating imagery or
      visuals to hook your audience.

–––   Maximise your content for the mobile screen
      Vertical imagery and video works best as it maximises the real estate of
      the social post and will stand out further in people’s feed.

–––   Use compelling video with or without sound
      A great video should grab the attention of the audience with or without
      sound. Around 85 per cent of videos on Facebook are watched without
      sound, so assume people are not listening. Use video as an opportunity to
      visually show off your experience or product, rather than talking about it.
      If there is talking, add subtitles.

–––   Elements of great social media images
      The following elements are guidelines to what images work well on social
      channels and tend to result in high levels of engagement:

      Imagery that people want to share and add to the story (ie: this will be me
      in Tassie in a week. I want to go to Tassie to see/do/eat...)

      Images that incorporate ‘leading lines’ (lines that draw the eye to a
      focal point within the image such as walking paths that lead out into the
      distance, endless coastlines, rivers flowing out of frame).

      Images that are original and from a different perspective are often well
      received.

      When people are used as subjects it is best for them to be looking at the
      destination. Viewers tend to look at where the subject in the photo is
      looking. People shouldn’t be recognisable, allowing viewers to envisage
      themselves in the scene.

Don’t forget – social media is only social when you are social. Ramp up your
customer service and really engage with your audience by regularly monitoring
messages and comments on your social channels.

The Off Season has been developed in partnership with:

#discovertasmania     fb.com/tasmania       @tasmania       @tasmania        塔斯马尼亚旅游局官博
        discovertasmania.com.au      tourismtasmania.com.au     tassietrade.com.au