T O U R I S M TA S M A N I A

BRAND GUIDELINES 2021

For any further clarification on applications or use
of the Tourism Tasmania brand, please contact the
Brand Creative team via creative@tourism.tas.gov.au

TO U R I S M TAS M A N I A BRAND GUIDELINES 2021

BRAND GUIDELINES 2021

Contents
1.0 Our brand 01 3.0 Tone of voice 23
1.1 Welcome 03 3.1 Overview 24
1.2 About Tasmania 04 3.2 Compass points 26
1.3 Introduction 07
1.4 Cultural insight 09
1.5 Brand positioning 11 4.0 Imagery 37
1.6 Tagline 14 4.1 Photographic direction 38
4.2 Photographic principles 39
4.3 Best practice 50
2.0 Our audience 17
2.1 Overview 18
2.2 Market segments 20 5.0 Destination 55
Management

5.1 Destination Management

56
Best Practises
TO U R I S M TAS M A N I A

1.0
BRAND GUIDELINES 2021 01

Our brand
Welcome 03
About Tasmania 04
Introduction 07
Cultural insight 09
Brand positioning 11
Tagline 14
TO U R I S M TAS M A N I A

© Rob Mulally

Pieman River
Corinna
BRAND GUIDELINES 2021 1.1 Our brand 03

1.1 Our brand

Welcome
Welcome to a place where the uncommon is
common. Where you can throw off the shackles
and feel everything deeply.

It’ll reawaken your spirit.

A place that reminds you of the joys of non-conformity.

The intense pleasures of food and wine.
The transcendent beauty of untouched nature.
The gut-punching provocation of outsider art and events.
And the boiling adrenaline of adventure sports.

Reset your state-of-mind and explore your

sense of identity.

Tasmania is no ordinary place. And Tasmanians are no

ordinary people. Come down and feel the freedom,
warmth, excitement and curiosity. Come down and
feel human again.

Come down for air.

TO U R I S M TAS M A N I A

The island at the edge of the world.

1.2 Our brand

About Tasmania
Our island at the edge of the earth is in
the midst of a transformation. It’s a rags to
‘riches’ story that has shaped Tasmania as
a passionate island of creators with quietly
growing confidence. We Tasmanians find
and create meaning in what we do, and in
preserving the substance of our beloved state.
Our source is what surrounds us: our clean air
and water, our uncommon land, our mountains
and our wilderness. But in this state, we are what
we create and good enough is never enough.
People come to Tasmania to be a part of this
island’s cultural transformation, to change their
own lives in some small or large way.
What they find here is soul-enriching, a
counterpoint to the digitisation and isolation
of the modern lifestyle. Tasmania is raw,
beautiful and honest – allowing you to connect
outwardly to the environment and community,
or inwardly through self-reflection.
Whether connecting with wilderness, with
yourself or with others, be what you were
designed to be.
When everywhere can feel generic, feel more
human on an island of difference.
BRAND GUIDELINES 2021 1.0
1.2 Our
Ourbrand
brand 05

King
Island Flinders
Island
B ASS S T RAI T

Stanley

Burnie
NORTH
W E S T/ Devonport
St Helens

NORTH Launceston EAST

WEST COAST
Bicheno
Miena

Strahan Swansea
Freycinet

SOUTH Maria
Island

Hobart

Port Arthur

Bruny
Island
TO U R I S M TAS M A N I A

1.3 Our brand

Introduction
We hope that these guidelines are exactly
that… a guide. To ensure we establish a recognisable,
authentic, and unified voice.

They’re not hard and fast rules instigated to confine

you or hold you back. They’re a lighthouse helping
you avoid a shipwreck.

Where possible, they aim to give you some wriggle

room and space to stretch your legs.
BRAND GUIDELINES 2021 1.3 Our brand 07

© Rob Mulally

Mona
TO U R I S M TAS M A N I A

© Stu Gibson

The Tasmanian experience offers

a world of freedom and expression.

Bay of Fires
BRAND GUIDELINES 2021 1.4 Our brand 09

1.4 Our brand

Cultural insight
Australia’s population is one of the most
urbanised in the world with 90% of people
living in just 0.22% of the country’s land area.*
While urban living has many benefits, we are
increasingly seeing that modern city life can strip
the humanity from people and leave them feeling
repressed and stressed.

The result is a cultural tension felt by many

people who see themselves as being creative,
cultured or simply free to define life on their
terms, realise that they are living a life filled with
compromise, routine and conformity.

*National Sustainability Council (2013). Sustainable Australia report 2013: conversations with the Future—in brief,
National Sustainability Council.
TO U R I S M TAS M A N I A

© Adam Gibson

Mt Field National Park

Tasmanian Wilderness
World Heritage Area
BRAND GUIDELINES 2021 1.5 Our brand 11

1.5 Our brand

Brand positioning

Tasmania is the antidote

to the straitjacket of
modern life.
TO U R I S M TAS M A N I A

Iron Blow Lookout

Queenstown
BRAND GUIDELINES 2021 13

© Adam Gibson
TO U R I S M TAS M A N I A

1.6 Our brand

Tagline

COME DOWN
An invitation Geographic
location

We’re extending an open-ended, Like a helpful local handing out directions

informal invitation to the world.
To pop on down. It’s the
welcoming Tassie way.
to a lost driver. We’re reminding everyone
just how south we are. Run your
finger down a map of Australia. Below
Melbourne. Cross Bass Strait. If you find
yourself on the icy Antarctic tundras,
you’ve gone too far.
BRAND GUIDELINES 2021 1.6 Our brand 15

Our tagline is an invitation to get air in both

a literal and metaphorical sense.

FOR AIR
Get space,
reawaken your
creative spirit

Take a break from the everyday stresses.

Feed your spirit amongst our sparsely
populated, wide-open spaces. Feast on
some of the cleanest air in the world the
moment you get to the island. Inhale.
Exhale. Repeat. It’s good for you,
you know.
TO U R I S M TAS M A N I A

2.0
BRAND GUIDELINES 2021 17

Our audience
Overview 18
Market segments 20
TO U R I S M TAS M A N I A

2.1 Our audience

Overview
Tourism Tasmania has evolved its domestic
(interstate) holiday market segments to
Raw Urbanites and Erudites. Together, they
account for approximately 33% of travelling
Australians, and by their nature include some
crossover with our previous target segment,
the Life Long Learners.

At their heart, the segments are both seeking

a moment of ‘still enrichment’ in their lives,
but how this need translates for each is
different. Raw Urbanites through connection
with one another, locals and the natural
environment and Erudites through the
acquisition of knowledge and culture.
BRAND GUIDELINES 2.1 Our audience 19

© Jess Bonde

Kangaroos on Springlawn,
Narawntapu National Park
TO U R I S M TAS M A N I A

2.2 Our audience

Market segments
While they share some core travel needs, the
table below highlights key differences and
Raw Urbanites
nuances within the segments. Nurturing and sensitive, honest and real.

Holiday habits More likely to take a longer holiday, and as a result spend more. Seeking down days as well
as fun things to do, completely turn off, happy to be (mostly) disconnected. Anxiety high in
planning stages of journey.

Predisposition to More likely to ‘go off the beaten track’. They often have too much annual leave or
travel suffering work stress so may be prompted to take holidays by their workplace. Longer
period between returning and starting to dream for the next holiday.

Age* Spread across spectrum, however skew older 50+ age group.

Location More likely NSW and VIC than other states. Predominantly metro, though RU are more
likely than Erudites to live outside Sydney and Melbourne.

Life stage* Any life stage, but skew to empty nesters (30%) and slightly skew to older families.

Spending habits Earn marginally less than Erudites, but they are willing to spend a longer time on holidays,
to relax and reconnect with their loved ones.

What they seek Interactions that are engaged, honest, pure and real, without cynicism or hidden agenda.
and why they Their communal nature seeks an outward connection with others, as well as the natural
travel environment. The counter structure to the hectic, busy daily lives they lead is serious inner
peace and finding themselves through being away from materialism, and unnecessary
technology. Seek opportunities to switch off, refresh and rejuvenate through nature and
rebuild connections. They need ‘mindful moments’ in holidays which allow them to be
present, in order to return to everyday life refreshed.

Experiences Seeking moments of peace, connection, inspiration and captivation. Types of

they value experiences they value (in order of importance) are:
1. Natural experiences
2. Australian product
3. Return to basics
4. Local immersion

Previous visits Approximately 13% report visiting TAS in the last year.

* Although demographics are not part of the segmentation, they can assist in contextualising and imagining the segments. As they are based on travel needs,
the segments are actually distributed across ages, income, gender, and household composition. Also, as cultural trends emerge and events occur across the
nation, travel needs will change. As groups of people may then join the travel need group, the demographics might also change.
 BRAND GUIDELINES 2021 2.2 Our audience 21

Erudites
Knowledgeable and cultured, clear and composed.

Holiday habits Pre-planners, squeezing in as much activity as they can. High yielding and become
destination advocates. More inclined to share their travels on social media. Fear of missing
out so seek information before and during holiday.

Predisposition to Less inclined to disperse; they are ‘pulled’ to destinations by product innovations and
travel events, and will actively engage with the destination when there. Very little gap between
returning and starting to dream about the next holiday. Trigger to travel is the pull of
exploring a destination.

Age* Spread across the spectrum, no skews.

Location More heavily metro-based than RU, and more likely to be in Sydney or Melbourne.

Life stage* Any life stage, slightly over indexing as empty nesters or single.

Spending habits Not afraid to ‘splash out’ and like a little luxury in their travel.

What they seek Holidays for Erudites are about switching on rather than switching off. Unique
and why they experiences with rich culture, deep heritage, innovation and intrigue. Their self-contained
travel nature seeks enrichment through reflection, discovery, contemplation and self-expression.
The acquisition of knowledge and need to be a cultural pioneer is central to their travel
motivations, and expressing themselves is paramount

Experiences Seek stimulation and enrichment. Types of experiences they value (in order of
they value importance) are:
1. Cultural immersion
2. Gourmet dining
3. Natural experiences
4. Australian product

Previous visits Approximately 15% report visiting TAS in the last year.

* Although demographics are not part of the segmentation, they can assist in contextualising and imagining the segments. As they are based on travel needs,
the segments are actually distributed across ages, income, gender, and household composition. Also, as cultural trends emerge and events occur across the
nation, travel needs will change. As groups of people may then join the travel need group, the demographics might also change.
TO U R I S M TAS M A N I A

3.0
BRAND GUIDELINES 2021 23

Tone of voice
Overview 24
Compass points 26
TO U R I S M TAS M A N I A

3.1 Tone of voice

Overview
Most tourism brands paint a perfect picture.
Sunny beaches.
Squeaky clean headlines.
Stock shot models doing stock shot things.
Not Tasmania.

Here you can escape the same-same

and get some space.

There’s beauty in the ugly.

Entertainment in the everyday.
You’ve just got to find it.
Stare a little longer.
Alter your perspective.
Take off the rose-tinted glasses.
You’ll see it.

Down here imperfections aren’t tolerated,

they’re embraced.
BRAND GUIDELINES 3.1
3.1 Tone
Tone of
of voice
voice 25

© Ollie Khedun

Trial Harbour
TO U R I S M TAS M A N I A

3.2 Tone of voice

Compass points
When you’re speaking as our brand, use these four
tone elements as a measuring stick for your writing:

— Anti-ordinary
— Authentic
— Grounded
— Wry
BRAND GUIDELINES 2021 3.2 Tone of voice 27

© Stu Gibson

Abalone diving,
King Island
TO U R I S M TAS M A N I A

Anti-ordinary
We’re not here to give people the predictable
tourism spiel that’s plastered just about
everywhere. We’re a different kind of place,
and our voice is a different kind of voice.

Whatever we talk about, we look for an alternate

perspective. We focus on the difference, the
strangeness. The thing that people don’t usually
see or think about.

Praise unusual. Embrace peculiar. Celebrate

simple and imperfect. And always ask yourself:
Would another state say this?

Example headline:

ONE MAN'S TRASH

IS ANOTHER MAN'S
WORLD-CLASS
WHISKY DISTILLERY.
BRAND GUIDELINES 2021 3.2 Tone of voice 29

Generic

What it
doesn’t mean:

Being provocative for the sake of it. Predictable

We’re not a postmodern art house.

Going too abstract. It won’t make

people think if they don’t get it.

Making our work feel exclusionary.

This isn’t about us just being different,
it’s about helping others see the world
differently.
Anti-ordinary

Provocative

Abstract
TO U R I S M TAS M A N I A

Authentic
We don’t present a polished image. We want people
to remember what it’s like to be human again.
So we are raw and real in the way we talk.

We are conversational and casual. We’re here to

share our experience of Tasmania, not give people
a history lesson.

We tell it like it is. We’re to the point, not waffly.

Good writing isn’t long writing. We give people
everything they need to know and nothing they don’t.

Talk in easy terms. Avoid wordy and technical unless

you’re sure your audience will understand it.

Example headline:

IT'S ONLY WEIRD IF

YOU MAKE IT WEIRD.
BRAND GUIDELINES 2021 3.2 Tone of voice 31

Technical

What it
doesn’t mean:

Yes, we avoid formality but we do iron Formal

our shirts and take our hats off when we
talk in more serious situations.

We don’t talk in slang. This is about

being understandable to everyone.

Don’t try too hard to be familial. We

don’t want to be everyone’s friend, we
just want to be truthful with them.
Authentic

Familial

Bestie
TO U R I S M TAS M A N I A

Grounded
We’re unpretentious. Superlatives like amazing,
wondrous, fantastic and unbelievable leave a bad
taste in our mouths. Frankly, we can do without them.

We don’t beat our chests. We don’t sugarcoat or dial

up. Overselling is just as bad as underselling in our
opinion. So keep it restrained.

Keep it humble. Keep it truthful. Let people make up

their own minds. This place is good enough to sell
itself if you just show people what it’s like.

Example headline:

IT'S HARD TO BE UP
YOURSELF THIS
FAR DOWN.
BRAND GUIDELINES 2021 3.2 Tone of voice 33

Bland

What it
doesn’t mean:

Don’t talk anything down. We’re still Meek

confident about this place.

Don’t make it meek. We know our

minds. We just don’t shout about it.

Turning everything bland. Don’t get rid

Grounded
of all colour. Just get rid of the generic,
hyperbolic stuff.

Braggy

Hyperbolic
TO U R I S M TAS M A N I A

Wry
There’s a little wink to what we say. Something that
brings a small smile.

We’re not big fans of being too serious. When we

need to be we are. The rest of the time, we like to
add a dry drop of humour.

It doesn’t have to be anything grand. It shouldn’t

feel like a well-crafted punchline. More a spur of the
moment remark. Off the cuff.

Example headline:

NORMALLY WE THROW
THE TIDDLERS BACK.
BRAND GUIDELINES 2021 3.2 Tone of voice 35

Stern

What it
doesn’t mean:

We don’t want to make everything a Serious

joke. That would be tedious.

Don’t mock. It’s not a very Tassie thing

to make fun of someone or something.

Wry

Cheeky

Try-hard
TO U R I S M TAS M A N I A

4.0

Fly Fishing
Lake Leake
BRAND GUIDELINES 2021 37

© Samuel Shelley
Imagery
Photographic direction 38
Photographic principles 39
Best practice 50
TO U R I S M TAS M A N I A

4.1 Imagery

Photographic direction
Our photographic direction brings to life
what makes Tasmania Tasmania.

Moments that are real, gritty and immersive.

Less polish. More character. A little unorthodox.

A lot of humanity. Because people don’t come to
Tasmania for a tidy, orderly escape. They come for
nature. For freedom. They come to breathe again.
Crayfish Festival
© Adam Gibson
BRAND GUIDELINES 2021 4.2 Imagery 39

4.2 Imagery

Photographic principles
When selecting images they should encompass
one or more of the following principles:

— Spacious
— Captivating
— Anti-ordinary
— Visceral
— Authentic

Things are different in Tassie and we

want to convey that through our photography.
TO U R I S M TAS M A N I A

Spacious

This is our guiding photographic principle.

It’s about capturing slow time. Space and air.
Abundance and texture. Giving breath to our
photographic identity.

Scale is a big part of this. People should look

02 —

small in the environment. We want humanity

to feel dwarfed by the expansive nature of
Tasmania.

01 — Gordon River Cruises © RACT Destinations

02 — Convict Barn and Clinker Store, Maria Island © Stuart Gibson
03 — Cradle Mountain-Lake St Clair National Park
01 —

© Lusy Productions
04 — Barn Bluff © Jason Charles Hill
BRAND GUIDELINES 2021 5.3
4.2 Imagery
Imagery 41

03 —04 —
04 —
TO U R I S M TAS M A N I A

Captivating

From the rugged shores of the Tasmanian

west coast, to the dark depths of the
Newdegate Cave at Hastings, the Tasmanian
landscape is fairly unforgettable.
02 —

The unexpected landscapes draw you in

and catch you off-guard. Evoking a sense of
space and wonder, these intriguing images are
intended to stand out and disrupt the chaos
and clutter in busy cities.

01 — Newdegate Cave, Hastings © Adam Gibson

01 —

02 — Cradle Mountain Canyons © Rob Burnett

03 — Overland Track, Barn Bluff © Emilie Ristevski
04 — Tasman Island © Jarrad Seng
BRAND GUIDELINES 2021 5.3
4.2 Imagery
Imagery 43

03 —
02 —

03 —
0404— —
01 —
TO U R I S M TAS M A N I A

Anti-ordinary

Think unusual perspectives and unusual

subject matters that haven't been
captured before. 02 —

Bizarre food prepared or enjoyed in new

ways and in off-the-beaten-track places.
Experiences that reset your sense of identity
and provoke a reaction.

Our images should embrace the elements:

rain on faces, wind tangled hair, mist-covered
valleys, wave-filled bays. We’ll put people
and nature, and food and events together in
surprising ways to capture an essence that
is uniquely Tasmanian. Evocative. Unfiltered.
Real. Anti-ordinary.

01 — Faro restaurant, Mona © Mona

02 — Mt Field National Park, Tasmanian Wilderness,
World Heritage Area © Adam Gibson
03 — Huon Valley Mid-Winter Fest © Natalie Mendham Photography
01 —

04 — Abalone diving, King Island © Stuart Gibson

05 — The Unconformity © We are Explorers
 Newdegate Cave,
Hastings
© Adam Gibson
BRAND GUIDELINES 2021

02 —
05 —
4.2
Imagery
45

03 —
04 — 03 —
TO U R I S M TAS M A N I A

Visceral

While our hero shots convey a sense of space

and air, it’s important to capture smaller
details too. Macro pieces that plunge us deep
into the scene to capture the essence of the
moment.
02 —

These images are intended to be evocative,

creating an intuitive feeling, rather than
conveying the whole story or contextual
background.

From the mouldy exterior of a wheel of

cheese to a smoldering fire and buttery
crayfish, all of these moments help to convey
the Tasmanian way of life.

01 — Ashgrove Cheese © Rob Burnett

02 — The Agrarian Kitchen © Peter Whyte
01 —

03 — Crayfish Festival, Flinders Island © Adam Gibson

04 — Crayfish Festival, Flinders Island © Adam Gibson
 01 —

Primrose Sands
© Adam Gibson
BRAND GUIDELINES 2021

02 —
5.3
4.2 Imagery
47 Imagery

03
04 — 0304— —
TO U R I S M TAS M A N I A

Authentic

A photo journalistic approach to our images

should create intrigue, conveying imperfect
beauty and authenticity. 02 —

Our images are real. They capture candid

moments, unusual angles and perspectives.
They should provide an insight into the
humble Tasmanian way of living. They should
never be overly saturated, curated, or
retouched.

01 — Meadowbank - Gerald Ellis © Adam Gibson

02 — Festivale, Launceston © Adam Gibson
03 — The Agrarian Kitchen Cooking School © Jarrad Seng
01 —

04 — Wombat, Cradle Mountain-Lake St Clair National Park

© Off the Path
BRAND GUIDELINES 2021 5.3
4.2 Imagery
Imagery 49

04 — 03 —
04 —
TO U R I S M TAS M A N I A

4.3 Imagery

Best practice
To keep things consistent, avoid selecting As to composition of imagery, please refer to
images that use the following techniques: the Destination Management Best Practises
overly saturated, contrived symmetry, staged on page 56.
and cliched, duotone, lens & sun flares,
exposure effects, overly posed/curated.
(See over page for more examples.)

A C C O M M O D AT I O N

Captivating and expansive image with Clichéd/contrived symmetry typical of

multiple layers and a focal point of interest. tourism images.
BRAND GUIDELINES 2021 4.3 Imagery 51

FOOD & B EVE R AG E

Image is visceral and immersive. Saturated, lacks composition and depth.

A R T S , C U LT U R E & E V E N T S

Authentic moment in time captured. Image is badly lit and lacks composition.
TO U R I S M TAS M A N I A

PEOPLE

Interesting depth of field, lighting and Staged and cliche.

subject matter create intrigue.

N AT U R E

Pronounced clouds create a sense of Exposure effects and overly re-touched.

space and air.
BRAND GUIDELINES 2021 4.3 Imagery 53

Images to avoid
ROMANTIC CLICHÉ S TA G E D

OVE R E XPOSE D O V E R LY S A T U R A T E D

EXPOSURE EFFECTS DUOTONE

5.0
Destination
Management
Destination Management 56
Best Practices
TO U R I S M TAS M A N I A
5.1 Destination Management
Destination Management
Destination Management integrates the needs of
the visitor with the needs of the community and
the destination – ensuring the quality of life of
the locals and the environment is maintained or
improved.
With an effective destination management
plan, tourism can add value to the community
by leaving a positive environmental, social and
economic impact.
Don’t stand or sit too close to a
sheer drop: The recommended safe
distance from a cliff edge is 2m. People
should not be sitting on the edge or standing
closer than 2m to the edge. A sheer drop
is anything tall enough to cause a life-
threatening injury or certain death.
Don’t use a drone: Do not show drone
users (i.e. people holding or operating
drones) in national parks and reserves.
Any image taken by a drone needs to be
permitted by PWS.
Don’t show ill-equipped walkers:
Walkers should look appropriately prepared.
i.e. wearing clothing suitable to conditions,
jackets/jumpers if cold, no thongs etc.
Don’t show people breaking basic
safety rules: If there’s a fence – stay
behind it. If people are riding bikes – wear
helmets. Common sense rules.
We need to protect destination authenticity and
ensure that the visitor experience lives up to
expectations - that is, the actual visitor experience in
the destination is consistent with the brand promise
and marketing communications.
It is important to use Destination Management
decision-making when selecting images. Consider the
following Tasmania Parks and Wildlife image messaging
in the process:
Don’t show people breaching parks
regulations: E.g. don’t show campfires in
fuel-stove only areas, don’t show campfires
in hot summery weather (as it’s likely to be
during a fire restriction time), don’t show
campervans in non-designated camp spots,
etc.
Don’t go off-track: Tracks are there for
a reason – to keep visitors safe and to keep
vegetation and wildlife safe from visitors!
It’s not illegal to go off track but it’s not an
activity we want to promote. Photos should
be taken from the track or official side-
tracks. Photos should show people staying
on track. E.g. Russell Falls and Nelson Falls
– photos should not show people who
have jumped the barrier and are standing/
sitting on slippery rocks near the base of the
waterfall.
Don’t touch or feed animals:
Images that show people touching or
feeding animals must be removed. The
recommended distance to wildlife is 2m.
Also do not crowd / surround wildlife. 
BRAND GUIDELINES 2021 5.1 Destination Management 57

Images to avoid
TOO CLOSE TO A SH EER DROP TOUCH OR FEED ANIMALS

I LL- EQ U I PPE D WA LK E RS BREAKING BASIC SAFETY RULES

B R E A C H I N G PA R K S R E G U L AT I O N S O F F -T R AC K