Food and beverage stories
Survey confirms brand health
Brand Tasmania’s second annual Brand Health Survey confirms that the State’s brand is in good shape.
The Brand Tasmania survey team received 1,528 responses (731 a year earlier) from people in every Australian State and Territory and from 21 other countries.
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).
The Executive Director of Brand Tasmania, Robert Heazlewood, said: “We’re pleased with the increased volume of responses and the positive messages they convey.
“There is nothing in the data, or the respondents’ comments, to explain two small negative year-on-year changes in the results.
“They may be a side-effect of doubling the number of responses.”
Senior Manager, Martin Turmine, oversaw the survey which was conducted in-house from December to February.
Three groups were targeted:
- Brand Tasmania eFriends who are subscribers to the monthly Tasmania’s Stories electronic newsletter);
- Partners (Brand Tasmania Partners and other contacts, including media workers and other influencers); and
- The Public.
There were minor variations in surveys sent to each of the groups.
There are now more than 10,000 Brand Tasmania eFriends in more than 50 countries.
Brand Tasmania Partners are businesses and other organisations that have signed on to help in promoting the brand. They now number more than 1,100.
Those in the Public group were contacted through social media. Responses came in from across Australia and from 19 other countries.
The percentage of respondents from outside Tasmania increased over 2015.
A total of 592 respondents included optional comments, offering insights into the way Tasmania is perceived.
Respondents who had spent time in Tasmania as residents or tourists commented favorably about the State’s liveability.
Descriptors of Tasmania submitted by the respondents reaffirm the narrative that has been used in association with the State’s master brand in recent years.
In a total of 4,100 words or phrases submitted, there were more than 640 unique descriptors, but the results presented no surprises. The top three words were Beautiful, Clean, and Natural.
Several over-arching themes were evident in the responses. These were led by: Marketing of the State; Visiting; Liveability; Government; Migration; and Produce (food and beverages).
Mr Heazlewood said: “Inevitably, Tasmania will have challenges as well as opportunities in 2017 in maintaining its reputation in a sometimes unpredictable world.
“But we are doing pretty well. In fact, better than most.”
To view the survey results in full follow this link.
6 April 2017, Edition 182