April 17, 2012
In Marcus world, Tasmania looks like Tasmania.
I was recently flicking through a magazine, and contained within were two full page ads for Tasmania… but not my Tasmania.
When I go away for the weekend, the beaches are big enough to let me swim pants off… should the mood take me.
I eat from BBQ plates where the humble snag makes room for a handful of fresh abalone.
And I put my kids to bed in a tent with their faces happy and tired, and their little feet dirty and black.
This is what a Tasmanian holiday looks like to me.
I am not suggesting that this is everybody’s story, but what I am suggesting is a need for Tasmania to tap into what we are, not what we think we should be.
On a national level, Australia‘s brand as a whole has lost some of its charm and character. We have traded our Australian-ness for something a little more international and, dare I say, generic.
Tasmania should not be in a hurry to grow up and run with this pack.
Like many island communities around the world, we have been able to preserve authentic qualities that have been lost by the rest of the country. It is this retained honesty that we need to promote.
The familiar images of tranquil contemplation are a start, but there is so much more to Tasmania. So many more great stories. So many more great people. For too long, year after year, the advertising photographer has put his tripod in the same old spot and taken the same old shot.
We don‘t need to change the product, we just need to change the way we present it.
We need Tasmania to look Tasmanian.