About

Department of Economic Development, Tourism and the Arts awarded a contract to Eyes2market UK Ltd for in-market regional representation services in the United Kingdom.

The supplier acted as the 'face' of Tourism Tasmania in the UK and provided a single identity to work with partners.

The representative worked with Tourism Australia, State Tourism Organisations and key industry partners to establish, articulate and leverage Tasmania's brand and brand values through creative and innovative marketing, and to align Tasmania's tourism product, experiences and infrastructure with market expectations of the brand.

Key responsibilities included developing Regional Strategic Marketing Plans for the United Kingdom; implementing agreed strategies and programs in market; identifying and building relationships with key trade and non-traditional partners and working closely with them on marketing and promotional plans; collaborating with Tourism Tasmania’s PR representatives in the UK on media plans and Visiting Journalist Programs and integrated marketing campaigns; providing up-to-the-minute market intelligence and insights on the market, travel trade and aviation industry; and representing Tourism Tasmania at in-market industry meetings, partner meetings, trade forums and other functions as required.