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Tasmania’s brand

 Tasmania’s brand reflects the State’s unique mix of economic, cultural, community and environmental attributes. It is a core differentiator for Tasmania’s value-added products and services and is increasing in importance. Tasmania’s unique marketing position has been gifted by nature and progressively enhanced by the achievements of brand heroes in various sectors, as well as by strategic Government initiatives.

The Brand in history

The name ‘Tasmania’ was given to Australia’s south-east archipelago of islands in 1856 as a desperately needed re-branding exercise. The colony’s original name, Van Diemens Land, evoked shivers of fear rather than thoughts of its natural beauty and potential abundance. The young colony’s export fruit industry earned it the Apple Isle nickname among Australians and an improving reputation in Britain. Place-of-origin badging and esteem also flowed out of the interstate trade in ‘Tassie scallops’ and ‘Tassie lobsters’. For generations, these delicacies were seasonal reminders to urban Australians that there was a place to the south called Tasmania. The Sydney Hobart Yacht Race started as a cruise in 1945 and grew into a formidable global brand driver. The giant Mount Lyell mine, hydro-industrialisation and a production line of capable footballers also helped build the State’s early reputation.

One event, in particular, triggered the emergence of Tasmania’s priceless contemporary brand. In 1979, the Hydro Electric Commission released a plan to build a dam on the Gordon River, below its junction with the Franklin River, in Tasmania’s south-west wilderness. The project floundered in the face of unprecedented protesting. There was daily national publicity for many months and the contested area was constantly referred to as pristine wilderness, lifting the State’s profile and adding value to its brand.

Tasmanians, especially food and beverage producers, were unintentionally gifted an amazing marketing stimulus. The State was building real brand equity.

In the 1980s, Hobart’s Cascade Brewery entered the national premium beer market for the first time with Cascade Premium. Its label featured a thylacine, alluding to the pristine wilderness that other Australians now linked to the State. Cascade Premium was highly successful and Boags Premium, with a similar marketing strategy, soon followed it into the national market. The marketing of these two beers was to be a template and a catalyst for the development of a strong, quality-based, value-added food and beverage sector within the Tasmanian economy. Tasmania had outgrown its Apple Isle sobriquet!

Place-of-origin branding

With a few notable exceptions, Tasmania is a small-business State with a high level of dependence on niche marketing. Tasmania is, therefore, extraordinarily brand reliant. The State is fortunate that its brand awareness has escalated in recent years through the activities of established and emerging brand drivers in many sectors of the economy.

Place-of-origin branding plays an essential part in Tasmania’s economy. The State’s quality-based brand is strong and respected. It operates in an over-arching position above sectors and regions, while lending its strength to many sub-brands.

Most successful place-of-origin brands are shaped and developed through the influences of their sub-brands. In Tasmania’s case, sub-brands include sector and regional groupings and many individually potent private-sector brands. Tasmania’s two major breweries are good examples of corporate brands that have contributed to the strength of the Master Brand through an emphasis on place of origin and a rigorous commitment to quality. Tasmanian wine, whisky and cheese producers have acted as global brand heroes on multiple occasions; as has MONA (the Museum of Old and New Art). Hobart is home to a disproportionate number of Australia’s scientists and their achievements – particularly in the fields of community health research and marine and Antarctic studies – enhance the State’s brand.

Tasmania’s Master Brand has evolved from the simplistic Apple Isle imagery of the mid-20th century to reflect the achievements of a vibrant, multi-faceted economy.

The concepts of quality and authenticity are key values underpinning the Tasmanian Brand across all sectors. The words the brand evokes most often are: Beautiful; Clean; and Natural.

Niche marketing is the only approach for a State where small businesses are the norm. Quality is an essential aspiration for a niche marketer, so Tasmanians must aspire to deliver quality in all the products, services and experiences they offer. Many successful Tasmanian businesses of various sizes have understood this and have made it their policy for decades. New entrants are encouraged to follow this example.

Tasmanians have become increasingly aware in recent times that the world appreciates them for what they are. Tasmanians in all walks of life can profit by simply being authentic.

Our Brand Model

Our Brand Model defines the values on which our Master Brand is built. Our core brand values are the foundation of our Master Brand identity system and underpin every message we deliver.

Brand Tasmania brand pyramid

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Facts about Tasmania

Tasmania

Tasmania is the southernmost state of Australia, located at latitude 40° south and longitude 144° east and separated from the continent by Bass Strait. It is a group of 334 islands, with the main island being 315 km (180 miles) from west to east and 286 km (175 miles) north to south.

Tasmania

Tasmanians are resourceful and innovative people, committed to a continually expanding export sector. In 2012–13, international exports from the state totalled $3.04 billion. USA, China, Taiwan, India, Japan and other Asian countries account for the bulk of exports, with goods and services also exported to Europe and many other regions.

Geography

Tasmania is similar in size to the Republic of Ireland or Sri Lanka. The Tasmanian islands have a combined coastline of more than 3,000 km.

Geography

The main island has a land area of 62,409 sq km (24,096 sq miles) and the minor islands, taken together, total only 6 per cent of the main island’s land area. The biggest islands are Flinders (1,374 sq km/539 sq miles), King, Cape Barren, Bruny and Macquarie Islands.

Geography

About 250km (150 miles) separates Tasmania’s main island from continental Australia. The Kent Group of Islands, one of the most northerly parts of the state, is only 55km (34 miles) from the coast of the Australian continent.

Climate

Twice named ‘Best Temperate Island in the World’ by international travel magazine Conde Nast Traveler, Tasmania has a mild, temperate maritime climate, with four distinct seasons.

Climate

In summer (December to February) the average maximum temperature is 21° Celsius (70° Fahrenheit). In winter (June to August) the average maximum is 12° C (52° F) and the average minimum is 4° C (40° F). Snow often falls in the highlands, but is rarely experienced in more settled areas.

Annual Rainfall

Tasmania’s west coast is one of the wettest places in the world, but the eastern part of the State lives in a rain-shadow. Hobart, the second-driest capital city in Australia, receives about half as much rain as Sydney.

Annual Rainfall

Annual rainfall in the west is 2,400 mm (95 inches), but hardy locals insist there is no such thing as bad weather, only inadequate clothing. If you travel 120 km east to Hobart, you experience a much drier average of 626 mm (24 inches) a year.

Population

The 512,875-strong community spreads itself across the land; less urbanised than the population of any other Australian state. Hobart, the capital city, is home to more than 212,000 people.

Capital City

Hobart nestles at the foot of kunanyi / Mount Wellington (1,270 m / 4,000 ft) and overlooks the Derwent Estuary, where pods of dolphins and migrating whales are sometimes seen from nearby beaches. Surrounded by thickly forested rolling hills, the city is home to the state parliament and the main campus of the University of Tasmania.

Capital City

Its historic centre features Georgian and Regency buildings from colonial times. Hobart is home port for coastal fishing boats, Antarctic expeditions and vessels that fish the Southern Ocean.

Land Formation

Mountain ranges in the south-west date back 1,000 million years. Ancient sediments were deeply buried, folded and heated under enormous pressure to form schists and glistening white quartzites.

Land Formation

In the south-west and central highlands, dolerite caps many mountains, including Precipitous Bluff and Tasmania’s highest peak, Mt Ossa (1617 m / 5300 ft). More than 42 per cent of Tasmania is World Heritage Area, national park and marine or forest reserves.

Flora

Vegetation is diverse, from alpine heathlands and tall open eucalypt forests to areas of temperate rainforests and moorlands, known as buttongrass plains. Many plants are unique to Tasmania and the ancestors of some species grew on the ancient super-continent, Gondwana, before it broke up 50 million years ago.

Flora

Unique native conifers include slow-growing Huon pines, with one specimen on Mt Read estimated to be up to 10,000 years old. Lomatia tasmanica, commonly known as King’s holly, is a self-cloning shrub that may well be the oldest living organism on earth. It was discovered in 1937.

Fauna

Tasmania is the last refuge of several mammals that once roamed the Australian continent. It is the only place to see a Tasmanian devil or eastern quoll (native cat) in the wild and is the best place to see the spotted-tailed quoll (tiger cat), all carnivorous marsupials.

Fauna

The eastern bettong and the Tasmanian pademelon, both now extinct on the Australian continent, may also be observed.

Fauna

The Tasmanian tiger, or thylacine, was Australia’s largest surviving carnivorous marsupial and is a modern day mystery. The last documented thylacine died in captivity in 1936 and although the animal is considered extinct, unsubstantiated sightings persist.

History and Heritage

Aboriginal people have lived in Tasmania for about 35,000 years, since well before the last Ice Age. They were isolated from the Australian continent about 12,000 years ago, when the seas rose to flood low coastal plains and form Bass Strait.

History and Heritage

Descendants of the original people are part of modern Tasmania’s predominantly Anglo-Celtic population.

History and Heritage

Tasmania was originally named Van Dieman’s Land by the Dutch explorer Abel Janszoon Tasman in 1642. The island was settled by the British as a penal colony in 1803 and the original name was associated with the convict era. It was changed to Tasmania when convict transportation stopped in 1853.

Economy

A resourceful island culture has generated leading-edge niche industries, from production of high-speed catamaran ferries and marine equipment to lightning-protection technology.

Economy

Tasmanians produce winches and windlasses for some of the world’s biggest ocean-going pleasure craft; large-scale inflatable evacuation systems and provide specialist outfit-accommodation services to the marine industry.

Economy

The Wooden Boat Centre at Shipwrights Point has re-established the skills and traditions of another age and attracts students from around the world.

Economy

Tasmania is a world leader in natural turf systems for major sporting arenas and in areas of mining technology and environmental management. Its aquaculture industry has developed ground-breaking fish-feeding technology and new packaging.

Economy

Tasmanians sell communications equipment to many navies and their world-class fine timber designers and craftsmen take orders internationally for furniture made from distinctive local timber.

Economy

The state is a natural larder with clean air, unpolluted water and rich soils inviting the production of 100 varieties of specialty cheeses, as well as other dairy products, mouth-watering rock lobsters, oysters, scallops and abalone, Atlantic salmon, beef, premium beers, leatherwood honey, mineral waters, fine chocolates, fresh berry fruits, apples and crisp vegetables.

Economy

Tasmania is a producer of award-winning cool-climate wines, beers, ciders and whiskies. Other export products include essential oils such as lavender, pharmaceutical products and premium wool sought after in Europe and Asia. Hobart is a vital gateway to the Antarctic and a centre for Southern Ocean and polar research.

Economy

The industries in Tasmania which made the greatest contribution to the State’s gross product in 2010–11 in volume terms were: Manufacturing (9.4%), Health care and social assistance (8.2%), Financial and insurance services (7.2%), Ownership of dwellings and Agriculture, forestry and fishing (each 7.1%).

Getting to Tasmania

Travel is easy, whether by air from Sydney or Melbourne, or by sea, with daily sailings of the twin ferries Spirit of Tasmania 1 and 2 each way between Melbourne and Devonport throughout the year.

This site has been produced by the Brand Tasmania Council © 2014

Brand Tasmania

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