Tourism Tasmania has been named Travel Marketing Team of the Year at the Mumbrella Travel Marketing Awards in Sydney, a recognition of the agency’s creative approach to promoting the island state.
The awards celebrate innovation and effectiveness in tourism marketing across Australia, attracting campaigns from some of the most competitive travel destinations.
Tasmania’s Minister for Tourism Jane Howlett described the accolade as an important acknowledgement of the sector’s strength. She said the recognition shows how well Tasmania’s brand is connecting with audiences and how industry and government are working together to build the state’s visitor economy.
“To be recognised at the Travel Marketing Awards proves that the Tasmanian tourism brand is strong and is working to represent our tourism and hospitality industry effectively,” Minister Howlett said.
She pointed to tourism’s $4.55 billion contribution to Tasmania’s economy and the more than 50,000 jobs tied to the sector, representing 15.6 per cent of the state’s workforce. “I commend the Tourism Tasmania team on the work they do and on receiving this accolade.”
Tourism Tasmania’s CEO, Sarah Kingston Clark, said the award highlighted the agency’s market-leading destination branding. She credited the success of its “Come Down For Air” platform, which has resonated with travellers at home and overseas.
“This year, we have seen strong visitor numbers and visitor spend across Autumn and Winter, supported by our Off Season campaign which invites Australians to ‘Become a Winter Person’ with a unique holiday in Tasmania,” Kingston Clark said.
According to Tourism Tasmania’s research, the state now ranks second only to Queensland in brand awareness, a sign that its campaigns are cutting through in a crowded market.
The organisation received five nominations across four categories this year, including Ad Campaign of the Year for The Off Season “Become a Winter Person” and two separate nominations for Best Use of Native or Content Marketing. The agency also earned recognition for a brand partnership with Jeep Australia and Adventure.com.
The latest “Come Down For Air” campaign is set to launch at the end of September in Australian markets, aiming to continue the momentum and draw new visitors to the state.
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