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Hobart City
What is Hobart?
 Culture
 History
 Hospitality
 People
Pinnacle Promotions
 Tasmanian owned and operated since 1986
 Expertise in Web operations and Social Media
 Broad team demographic
 Passionate about sharing Tasmania with the world
Current Advertising Strategy
Target Market: Currently focused on middle-aged tourists and young families
Tourists
Food
Wine
Touring
Wilderness
History
Relaxation
ESCAPE
 Young Families
Schools
Hospitals
Lifestyle
Sport and Recreation
How is that delivered?
How is the Strategy Delivered?
Current advertising delivery channels
Hobart City Council Website
Salamanca Market
One Hobart
Mount Wellington
Parks and Reserves
Sporting Facilities
Event Calender
Walking/Bike Tracks
Discover Tasmania
State based tourism effort with information on where to stay, what to do and
events on in the area of choice.
Not relevant to our analysis of strategy but lessons can be learned here.
Issues with strategy
Target Market
Currently no attention directed at younger demographic of tourists, both
domestic and international.
Marketing Communications Integration
Hobart City Council is the only information source for potential visitors or
migrants
No integration across social media (Facebook, Twitter, YouTube)
Website Ease-of-Use
Finding relevant information on Hobart City Council website difficult
Changes To Be Made
 Target Market adjustment
 Youth to be targeted through social media
 Adventure tourism, wilderness exploration
 UTAS
 Change current media tools
 Website restructure to optimise accessibility
 Branch into social media
Strategic Solution
 Social Media Campaign
 Facebook/Twitter
 Local weather
 User Submitted images/videos
 Links to content hosted on Hobart City website (reviews, written guides, articles, day
walks, maps etc.)
 Event photography (New Years, Taste, MOFO etc.)
 YouTube
 Series of videos produced showcasing attractions around the city
 Local business features
Strategic Solution
 Restructure Website
 Currently cluttered and poorly optimised for visitors to seek relevant information
 New area just for visitors or locals looking for information on events
 This is the content that Facebook and Twitter will be linking; website will be main
hub for content hosting
Tools Used and Why
 Primarily internet based with a strong emphasis on social media. Website
revamp with coincide with new social media presence
 The goal is to attract new attention from a younger demographic within
Tasmania and outside.
 Currently no need to change existing target market segments as this has
traditionally had success with grey nomads and Tree Changers
Communications Integration
 Social media outlets have built in integration within the platform allowing
easy content sharing across the channels
 All three outlets will effectively function as one entity
 All tied in together with Hobart City Council
Summary
 Three goals moving into the future:
 Expand Target Market to younger demographic
 Increase Communications integration
 Increase efficient use of Hobart City Council Website for tourists

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Hobart city

  • 1. Hobart City What is Hobart? Culture History Hospitality People
  • 2. Pinnacle Promotions Tasmanian owned and operated since 1986 Expertise in Web operations and Social Media Broad team demographic Passionate about sharing Tasmania with the world
  • 3. Current Advertising Strategy Target Market: Currently focused on middle-aged tourists and young families Tourists Food Wine Touring Wilderness History Relaxation ESCAPE Young Families Schools Hospitals Lifestyle Sport and Recreation How is that delivered?
  • 4. How is the Strategy Delivered? Current advertising delivery channels Hobart City Council Website Salamanca Market One Hobart Mount Wellington Parks and Reserves Sporting Facilities Event Calender Walking/Bike Tracks Discover Tasmania State based tourism effort with information on where to stay, what to do and events on in the area of choice. Not relevant to our analysis of strategy but lessons can be learned here.
  • 5. Issues with strategy Target Market Currently no attention directed at younger demographic of tourists, both domestic and international. Marketing Communications Integration Hobart City Council is the only information source for potential visitors or migrants No integration across social media (Facebook, Twitter, YouTube) Website Ease-of-Use Finding relevant information on Hobart City Council website difficult
  • 6. Changes To Be Made Target Market adjustment Youth to be targeted through social media Adventure tourism, wilderness exploration UTAS Change current media tools Website restructure to optimise accessibility Branch into social media
  • 7. Strategic Solution Social Media Campaign Facebook/Twitter Local weather User Submitted images/videos Links to content hosted on Hobart City website (reviews, written guides, articles, day walks, maps etc.) Event photography (New Years, Taste, MOFO etc.) YouTube Series of videos produced showcasing attractions around the city Local business features
  • 8. Strategic Solution Restructure Website Currently cluttered and poorly optimised for visitors to seek relevant information New area just for visitors or locals looking for information on events This is the content that Facebook and Twitter will be linking; website will be main hub for content hosting
  • 9. Tools Used and Why Primarily internet based with a strong emphasis on social media. Website revamp with coincide with new social media presence The goal is to attract new attention from a younger demographic within Tasmania and outside. Currently no need to change existing target market segments as this has traditionally had success with grey nomads and Tree Changers
  • 10. Communications Integration Social media outlets have built in integration within the platform allowing easy content sharing across the channels All three outlets will effectively function as one entity All tied in together with Hobart City Council
  • 11. Summary Three goals moving into the future: Expand Target Market to younger demographic Increase Communications integration Increase efficient use of Hobart City Council Website for tourists