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‘Tick of health’ for Tasmania’s brand

Edition 193_BTSurveyweb

The annual health check of Tasmania’s brand has returned a diagnosis of ‘excellent health’.

Results from Brand Tasmania’s third Brand Health Survey are overwhelmingly positive, finding the state – once again – in good shape.

The survey of 1,654 respondents (up from 1,528 in 2017 and 731 in 2016) from all corners of Australia and 33 other countries found:

  • Perceptions of Tasmania rated an average of 8.4 out of 10 (8.5 in 2016 and 8.4 in 2015);
  • 74 per cent believed Tasmania’s reputation was improving (80 per cent in 2016 and 85 per cent in 2015);
  • Confidence in Tasmania’s future rated 7.8 out of 10 (7.6 in 2016 and 7.9 in 2015);
  • Beautiful; Clean; and Natural were the words most used to describe Tasmania (the same words were listed in 2016 and 2015).

The Executive Director of Brand Tasmania, Robert Heazlewood said: “We have now conducted a number of annual surveys and are seeing the same positive messages again and again.

“The respondents are telling us there is confidence in the future and a real strength around the perception of Tasmania’s master brand.”

The survey was carried out in-house between December and February.

Three groups were targeted:

  • Brand Tasmania eFriends who subscribe to the monthly electronic newsletter Tasmania's Stories (more than 11,000);
  • Brand Tasmania Partners including businesses that help promote the brand (more than 1,400); and
  • Members of the public contacted by social media (from Australia and more than 33 other countries).

An interesting trend was an increase in the share of respondents from outside Tasmania.

In 2015 almost half the respondents (47 per cent) were from Tasmania. That figure dropped to 24 per cent in 2016 then 20 per cent in the latest survey.

“The fact that we are getting such a strong response from outside the state is further proof that both Australian and global interest in Tasmania’s brand continues to grow,” Mr Heazlewood said.

Additional comments from 895 respondents offered insights into how Tasmania is perceived. Those who had spent time in the state - as either residents or tourists - commented favourably about liveability.

There were no surprises in key words respondents used to describe Tasmania.

A total of 4,186 words or phrases were submitted resulting in more than 726 unique descriptors. Beautiful, Clean and Natural again scored as the top three words.

A number of over-arching themes also emerged: Marketing of the State; Visiting; Liveability; Government; Migration; and Produce (food and beverages).

“There may be some bias amongst respondents,” Mr Heazlewood said.

“However, after three health surveys we are getting a very good diagnosis and Tasmania’s brand is in great shape”

To view the survey results in full, follow this link.

10 April 2018, Edition 193

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