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Promoting and protecting the Tasmanian brand involves all Tasmanians, including private sector companies, industry associations, organisations, educational institutions, community organisations and local and state government bodies.

Brand Tasmania has created partnership opportunities to enable organisations to champion the Tasmanian Brand and you are invited to apply, for free.

To become a Brand Tasmania Partner, an organisation must demonstrate a commitment to the Tasmanian brand values and confirm that they meet the criteria below.

Why become a Brand Tasmania Partner?

Brand Partners benefit from cross-promotions, information sharing, mentoring and network opportunities, as well as the use of the generic brand values of Tasmania in a way that will increase market awareness and marketing opportunities for themselves and all Tasmanian businesses. 

Partnership, once approved, is free but applicants are requested to consider how they might support the work of Brand Tasmania through in-kind contributions and collaborations.

Opportunities for Brand Tasmania Partners

Brand Tasmania website

As a Brand Tasmania Partner your brief profile is included in the relevant industry section on the Brand Tasmania website. Additionally, food and beverage producers' profiles are included in the multilingual Food and Beverage website.

Tasmanian Stories Newsletter

Partners have the opportunity to lift their national and international profile in Brand Tasmania’s regular electronic newsletter.

Partner Connections

This publication serves to link Brand Tasmania with its Partners and Partners with each other. This newsletter introduces new Partners and emerging sectors, as well as profiling existing Partners who have achieved success.

Regional workshops and networking opportunities

Brand Tasmania regularly conducts workshops and networking functions around the State.

Visiting Journalists Program

Targeting prominent national and international journalists, this program connects the media to as many interesting and innovative Tasmanian businesses as possible.

Supply of marketing material

Partners have access to a suite of generic marketing items to help them tell the Tasmanian story.

Brand Champions campaign

Brand Tasmania profiles Partners in a series of videos distributed on the Brand Tasmania YouTube Channel.

Tasmania Brandmark

Partners can use the registered Tasmania brandmark in approved situations to support their marketing activities.


  • A manufacturer of a product.
  • A producer of food or beverages.
  • A grower of a crop.
  • A business or organisation headquartered in Tasmania delivering a service.
  • A business selling predominantly Tasmanian grown, produced or made products.

Partnership guidelines

Brand Tasmania’s Partners become shareholders in the State’s brand and in the custodianship of the values that the brand evokes internally and in external markets.

Partnership entitles an organisation to use the registered Tasmania Brandmark to support their marketing activities. Use applications are flexible but must be approved by Brand Tasmania.

To be approved as a Partner, applicants must commit to complying with the following Partnership guidelines:

Tasmanian origin
  • Products must be made in Tasmania – minimum 50% inputs (by cost) excluding packaging.
  • Produce must be grown in Tasmania.
  • Tasmania must be the final place in which the product or produce is given its essential qualities (manufactured products, intellectual property).
  • A claim of Tasmanian made must not constitute misleading or false claim about the product's place-of-origin as defined by the Competition and Consumer Act 2010.
  • Services must be predominately delivered from a Tasmania based office.
  • At least 50% of a Partner's employees must live in Tasmania.
  • Existence of and adherence to a Quality Assurance system acceptable to the relevant industry sector with appropriate recall procedures.
  • Promotion of a culture of excellence within the organisation.
  • Tourism businesses must be accredited by the Tourism Industry Council of Tasmania.
  • Be regarded as a supplier of quality value-added Tasmanian products or services.
Compatible with Tasmanian brand values
  • Acceptance of and compatible with Tasmanian brand values - Trustworthy, Resourceful, Creative and Distinctive.
  • A brand or product with Tasmanian, national or international recognition.
  • Potential to enhance the profile of the generic Tasmanian brand through cross promotion and badging.
  • Prepared to contribute to the development of the Tasmanian brand.
  • Demonstrate innovation and ingenuity in product development, business practices, marketing and distribution.
Human resources
  • A demonstrated culture of continual improvement through cultural change, innovation and training.
  • A non-discriminatory employment policy.
  • A demonstrated culture of community involvement and responsible corporate citizenship.
Environmental responsibility
  • Recognise the importance of Tasmania’s natural clean environment to our international profile.
  • A commitment to best practice in environmental management and adhering to an environmental management system acceptable to the relevant industry sector.
  • The existence and implementation of an appropriate environmental policy.
  • Demonstrated awareness of obligations under relevant environmental statutes.
  • Able to identify actions taken to minimise environmental impacts.

Revocation of a partnership

The term of the Partnership with Brand Tasmania is ongoing however Brand Tasmania reserves the right to revoke the partnership status of any organisation whose actions or words constitute a threat to the Tasmanian brand.

How to apply

Review the guidelines above, and complete the application form.

Brand Tasmania reserves the right to

  • conduct an audit of the applicant to ensure they meet the necessary guidelines.
  • show discretion to approve Partnership applications for organisations or businesses that don’t meet the stated guidelines but make a contribution to the Tasmanian brand.

Applicants should allow two weeks for consideration by Brand Tasmania before notification.

Food and Beverage Partners

All Tasmanian producers are invited to be part of Food and Beverage Tasmania, a multilingual website promoting Tasmania’s key advantages in safe, premium food production.

Use these guides to develop your profile

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Facts about 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.


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.


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.


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.


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.


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.


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.


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.


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.


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.


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.


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


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.


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


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.


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


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.


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.


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.


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.


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 Brand Tasmania © 2014–2019

Brand Tasmania

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