1. Natural, Confident, Inspiring,
Authentic

2. Meeting the brief
The Problem:
• Minimal presence in the
youth market 18 - 25
The Objectives:
• Increase Facebook friends
under 24 (currently @ 20%)
• Create Young Tasmanian
ambassadors through
targeted communication
initiatives
The Strategy:
• Development of YTas Youth
Council
Demographic data for Brand Tasmania’s Facebook page

3. Problem or Opportunity
Year on year we lose younger Tasmanians to work and live outside Tasmania.
What message are they taking with them?
Statistics Source: http://www.taspop.tasbis.com

4. Staying on Message
• Tasmania has natural attrition of 20 – 24 year
olds
• What are they saying?
Good for family's, but
not for graduates in
had to leave for uni and Leave, everyone
the business sector
again due to no knows everyone and
David
graduate work. would the rumour mill
like to come back as as Matthew
is beautiful but If there were more
probably cant until employment opportunities
Is the message getting lost? Well.. before I moved less Bogans, I would
there is work available. and
Lisa away I thought tassie was returning to Tassie in
consider
the biggest let down offuture...however, at this
the a Moved away for
stage, Neg [to coming back]
state...with nothing to do.. the job
but once I moved to qld I Hannah
opportunities and
was continually talking
tassie up and even learnt
increased earning
about new tassie places I potential. Still plan
We left tassie because
hadnt even heard about to move back to
there is much more
from people who had Tassie though
support for special
holidayed here! Christopher
needs interstate Sammy
Nicola

5. The same view from a
different angle
External
Live Work Learn Visit Doing business
•The State of •Tasmania •Tasmanian •Tasmania •Wine
Islands offers offers a range education offers visitors a •Manufacturing
rewarding of employment supports safe, •Tourism
career opportunities learners at affordable,
•Agriculture
opportunities, with strong each stage of rejuvenating
an inspiring training and development holiday •Aquaculture
lifestyle and career and throughout experience in •Arts
vibrant, prospects. their lives. one of the •Research
welcoming world’s most •Resources
communities. unspoilt •Property
locations. development
•Technology
Internal

6. • An initiative aimed at young Tasmanians to
create young Tasmanian ambassadors by
proving exposure to successful entrepreneurs
in Tasmania through information sharing and
mentoring
• Targeted at young educated Tasmanians aged
18 – 25
• Turning around the message

7. Meet the audience
Pre Campaign Post Campaign
I left because there’s I left to seek new
no opportunity opportunities
I left because of the I left because I like
crappy weather to go to the beach
and wear bikinis
Too small. You see
the same people all
the time Tassie is a small
island with a
community feel

8. Configuration
Consisting of 8 young Tasmanian custodians.
Representing the segments:
Live Work Learn Visit
1 nomination from Local Government (Live)
1 nomination from Emerging Marketers(Work)
1 nomination from UTas(Learn)
1 nomination from Tourism Tasmania (Visit)
4 nominations sourced through response to Social Media

9. Communication Channels
• Youth council meetings
• Involvement in National Youth Week
• UTas society
• YTas social media(Administered by Youth Council)
• Contribution by YTas members to eFriends
Newsletter
• Merchandise UTas logo
on the back
• News media

10. Budget
• Voluntary position
• Brand Partners as mentors
• Set up of social media
• Merchandise
• Catering for YTas meetings
• Development of YTas template for printing
• Editorial costs

11. The benefits
• Increased ‘Friends’
• Brand management
• Protecting brand equity
• Source of Intelligence gathering for future
campaigns (the inside on Gen Y thinking)
• Builds engagement with Brand Partners in
mentoring capacity
• Developing young Tasmanians leaving our shores
to be Natural, Confident, Inspiring and Authentic