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Tourism Tasmania

Tourism Tasmania engaged The Mint Partners to help launch their Winter Campaign the Off Season to market, to help combat their challenge of driving visitation from key markets to Tasmania in winter.
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Our launch strategy entailed an exclusive preview event of the Off Season to 50 travel, lifestyle and F&B media and influencers, working closely with an event production agency to bring to life Tasmanian winter.

MINT seeded stories at the event, followed by a mass, targeted press outreach and a fully-fledged media famil programme. The campaign included a partnership with Virgin Australia facilitated by MINT and in-flight activation to drive further press and awareness.

  • MINT generated widespread media coverage of the Off Season in leading national consumer titles, driving talkability and buzz for Tasmania as a holiday destination.
  • Total reach: 2,085,500
  • Total media clips: 56
  • Total ASR: $278,671

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In the spirit of reconciliation The Mint Partners acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today. The Mint Partners recognises the unique role of Māori as Tangata Whenua and embraces Te Tiriti o Waitangi recognising Māori as tino rangitiratanga of Aotearoa/New Zealand while embracing the three guiding principles of the Treaty – Partnership Participation and Protection. We will endeavour to implement bicultural policies and practices that incorporate and value Māori cultural concepts, values and practices.

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