JCZ Marketing Group

JCZ Marketing Group

JCZ Marketing Groupo Tasmanian owned and run

o Innovative thinking and design

o Vast array of experience and knowledge

o Specialist in Tourism Marketing- Inc.

Interpretation

o Strong industry connections

New Norfolk & The Derwent Valley, TAS

Current Marketing Campaign

• Minimal use of marketing communication tools

• Ineffective use of marketing communication

• No direction; Target Market

• Outdated

Revised Marketing Communications Strategies

“A destination brand can be developed in a variety of ways, most obviously in advertising, through direct marketing, personal selling, on websites and in brochures, But also through public and media relations, and through the cooperation of destination marketing organisations (DMOs) with journalists, event organisers and film-makers.”

-Morgan & Pritchard

Revised Marketing Communication Strategies

Target Market

• 25+ couples, specifically 45+ couples- Tasmanian Visitor Survey (TVS)• Tasmanian Locals • Domestic visitors of Australia • International Visitors. Primarily from: China, Hong Kong, UK, USA and New

Zealand (TVS)– Interested in the rural Australian experience. Native produce and animals are differentiation factor.

• Special Interest Tourist- Gastronomists (foodies). Tourism Tasmania’s most recent TIM survey shows that of the potential visitors, 41 per cent indicated that Tasmania was a destination they would travel to specifically for its food and beverage offering (just behind Victoria). This was particularly evident in the 25 to 39 year age group

• New age tourists – seeking new ‘authentic’ experiences

Revised Marketing Communication StrategiesThe key elements to our revised creative strategy, and its rationale

• Creating more communication channels; social media

• Partnership with state tourism agencies such as Tourism Tasmania and Discover Tasmania

• External travel website collaborations; TripAdvisor

• Print media collaboration; travels magazines and books

Tourism TasmaniaDiscover TasmaniaTrip Advisor

Communications Tools

How they work together to achieve the communications objectives

• New website & social media presence- creating brand identityCollaboration with local businesses- financial support

• Association with established brands- Tourism Tasmania, Go Behind the Scenery

• Brochures- cost effective, able to market to

• Print Media- to capture larger (older?) market

Thankyou & Questions?