Spirit of Tasmania’s Black Friday campaign has struck a chord with travellers, with over 17,000 bookings made for trips across Bass Strait. The promotion, which launched on 18 November and ends on 2 December, offered a tempting 50% discount on both passenger fares and cabins for travel between 1 February and 30 June next year.
The response has been overwhelming, with nearly 70% of bookings coming from mainland Australia, reflecting the appeal of Tasmania as a top destination for interstate visitors. For those looking to explore the island, the campaign has provided an affordable and attractive way to experience its natural beauty and unique attractions.
Minister for Transport, Eric Abetz, expressed his delight at the results of the promotion, calling it a significant win for Tasmania. “We have succeeded in enticing more passengers to board the Spirit of Tasmania in early 2025,” Minister Abetz remarked. “This surge in bookings is a win for the entire state, bringing tens of thousands of travellers who will be spending money in local businesses, accommodation, and within the broader Tasmanian economy.”
The numbers speak for themselves: the discount fares have proven to be a major drawcard, with April emerging as the most popular month for travel. February and March also saw substantial booking activity, helping to create a strong early start for tourism in the first half of 2025. This surge in demand comes at a time when there has been a softening in travel trends, making the campaign’s success even more notable.
Abetz also highlighted the strategic timing of the campaign, which complements the 28 additional sailings scheduled for Spirit of Tasmania during 2025. “We’re maximising the opportunity to attract more visitors to Tasmania, ensuring that they can explore the island with ease and enjoy all that it has to offer,” he said.
The campaign, which has played a vital role in boosting interest in the state, utilised a variety of media channels to spread the word. A 15-second television commercial aired across Melbourne, regional Victoria, Southern New South Wales, and Tasmania, ensuring wide coverage. Additionally, digital outdoor billboards, audio placements in podcasts, and online videos targeted specific audiences in Victoria, Tasmania, and New South Wales, enhancing the reach of the promotion.
Social media platforms, email databases, and Spirit of Tasmania’s website were also key components of the campaign’s promotional strategy, further amplifying its visibility among potential travellers. The combination of traditional and digital media has helped generate a buzz around the discounted fares and encouraged early bookings for the upcoming year.
Minister Abetz reiterated that the Black Friday campaign was part of a broader effort to support Tasmania’s economy, particularly in tourism. “The 2030 Strong Plan for Tasmania’s Future focuses on ensuring the best value for the people of Tasmania. Today’s news embodies that approach, bringing tangible benefits to the local economy and strengthening our tourism sector.”
For many, the promotion has provided an exciting opportunity to experience Tasmania’s diverse attractions at a fraction of the usual cost. With additional sailings and more passengers expected to visit in 2025, the state is poised for a surge in tourism that will ripple throughout local businesses, hotels, and tourism operators.
In the coming months, the state government hopes that the influx of tourists will help sustain Tasmania’s economic recovery, providing a much-needed boost for industries still grappling with the effects of recent disruptions.
As the Black Friday promotion nears its conclusion, the success of the campaign has provided a clear indication of Tasmania’s growing appeal as a tourist destination. For the Spirit of Tasmania, it’s a sign of the continuing importance of innovative marketing strategies that can capture the attention of potential visitors. The campaign has not only raised awareness of the ferry service but has also highlighted Tasmania as a prime destination for anyone looking to escape the mainland and embark on a unique adventure.
With tourism expected to remain a key pillar of Tasmania’s economy in the coming years, the Black Friday bookings offer a promising glimpse into the future, suggesting that the island is well on its way to securing a steady flow of travellers eager to explore all that it has to offer.
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