Awarded 01 Jul 2011
This is an awarded contract.
View Live TendersProvision of Australian Travel Research to Department of Economic Development, Tourism and the Arts
About
Department of Economic Development, Tourism and the Arts awarded a contract to TAYLOR NELSON SOFRES AUSTRALIA PTY LIMITED for Australian travel market research to inform Tourism Tasmania's marketing and development programs.
The contract provided a foundational understanding of domestic markets (intrastate and interstate) to support strategic decision making and campaign development.
The scope delivered tracking and measurement services including advertising effectiveness, brand health, monitoring Tasmania's performance as a holiday destination for Australian residents, Australian benchmarking of Tasmania's marketing performance, market segmentation with associated tracking, and baseline inputs for holiday visitation and expenditure forecasting.
The project also surveyed online panels to obtain rapid feedback on new concepts, general and specific observations about Tasmania, and tactical campaigns.
These contracts typically relied on specialist market-research providers able to run ongoing tracking studies and online-panel surveys to supply timely measurement and benchmarking for tourism marketing decisions.
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