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Research

Research projects have been undertaken to understand what Tasmania’s brand represents to customers and to define the commercial opportunities of using the brand. Online surveys are conducted annually to check the health of Tasmania’s brand.

Roy Morgan Research undertook the first sophisticated attempt to provide a validated brand positioning and a set of core values for a Tasmanian Master Brand that had wider applications than a tourism sub-brand. The work was undertaken in the late 1980s during a boycott of Tasmanian food and beverages by the Sydney and Melbourne hospitality industry led by activists seeking to change Tasmanian legislation relating to gay rights. The Morgan research focused on the perceptions of Tasmania’s food and beverage products in those markets and sought to establish a set of core values as perceived by our customers in Sydney, Melbourne and Canberra. The result was an ideal, totally desirable set of core values for any food and beverage brand:

  • Quality
  • Tasty
  • Fresh
  • Healthy

Wider positive values attributed to place rather than product were

  • Authentic
  • Natural
  • Fertile

Nearly 20 years later, ANOP was commissioned in 2005 to research perceptions of the Tasmanian brand and to provide validated core values. This was a much more extensive exercise. Once again Melbourne, Sydney and Canberra were the key target markets. This research reinforced the Morgan work and re-validated the values it had identified. The research also showed there was a natural and definite separation in perception between place and people.

In his presentation to the Premier of the day, Rod Cameron of ANOP, said he had not seen a stronger or more defined place of origin food brand. “I don’t think a stronger brand, ideal for food and beverage, could exist in this part of the world. The word ‘pristine’ was offered without prompt by seven of 10 focus groups,” Mr Cameron said.

On Mr Cameron’s advice, ‘pristine’ was not inserted into the core values at that time as he believed it would be too difficult to maintain and defend as a brand core value in an environmental context.

Research conducted by McKinna et. al. for Tasmania’s Department of Primary Industry and Water in 2007 confirmed that

‘The strongest associations with Tasmania were the words pristine and natural’.

‘Tasmania is perceived to be a relatively untouched, ‘clean and green’ area, capable of producing foods that are fresh, healthy and natural.’

In May 2008, The Principals undertook a modest round of research interviews among business owners who dealt with Tasmanian enterprises to test the relevance and credibility of the brand positioning statement of Far from Ordinary. The majority of the respondents (within this small-scale sample) viewed the Far from Ordinary proposition as credible yet requiring clear substantiation.

The natural environment story is comprehensively understood – the climate, unspoilt nature, ‘green-ness’ and relatively unchanged forests are the foundations upon which the Far from Ordinary claim can be built. Island status advantages Tasmania in both a rational and emotional way. Its remoteness is recognised as a valuable quarantine barrier and its size (relative to the continent) confers boutique status on its products and services.

The State’s pace of life is Far from Ordinary – it’s seen as a place that’s managed to progress without falling victim to the rat-race. Its people are relaxed but capable of getting their jobs done.

Tasmanians make Far from Ordinary business partners – their relative isolation has forced them to be resourceful, collaborative and flexible.

The State’s diversity of experiences is Far from Ordinary – visitors are frequently surprised by the high standard and variety of produce and tourist experiences.

To maintain awareness of people’s perceptions and the health of the State’s brand, annual online surveys are conducted by Brand Tasmania.

The second annual Brand Health Survey in late 2016 confirmed that the State’s brand was in good shape. The survey team received 1,528 responses (731 a year earlier) from people in every Australian State and Territory and from 21 other countries.

Wordcloud of words or phrases submitted by survey respondents to describe Tasmania.

The results were overwhelmingly positive:

  • Perceptions of Tasmania were rated at an average of 8.5 out of 10 (8.4 in 2015);
  • 80 per cent of respondents believed Tasmania’s reputation was improving (85 per cent in 2015);
  • Respondents rated their confidence in the State’s future at 7.6 out of 10 (7.9 in 2015);
  • The words used most often to describe Tasmania were: Beautiful; Clean; and Natural (Clean; Beautiful; and Natural in 2015).

View the survey results

Brand Health - Tasmania

Brand Health - Food and Beverage

 

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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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