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October 2006 Edition

Regional Tourism News

Local Stories Set To Lure Tourists “Tasmania’s North West – Where will the stories take you?” is the catch-phrase for a new tourism brand unveiled at the Capturing the Edge Tourism Forum last month by the Cradle Coast Authority, to attract more visitors to the region for longer stays. The brand, which focuses on the wild and natural environment, friendly people and remarkable stories about local culture and heritage, is designed to draw together the diversity of tourism experiences in the region in a simple message that has strong visitor appeal. Cradle Coast Tourism Development Manager, Ian Waller said the new brand had the support of tourism representatives from the nine local councils in the region as well as Tourism Tasmania, but operators were seeing it for the first time at the forum. “What we launched tonight is the look, feel and tone of what will constitute our new brand and hopefully a marketing campaign that will differentiate this wonderful destination from the rest of Tasmania,” he said. “As a region, we’ve struggled to communicate what we have to offer and have sent mixed messages into the marketplace, so we looked to visitor feedback to pinpoint what set us apart from other destinations and to drive the development of the new brand.” Mr Waller said consumer response would be the most important measure of the success of the brand. He said the labeling of the destination as Cradle Coast had been identified as an issue by prospective visitors, either searching the internet or using more conventional means to find information on the region. “We believe the decision to use the term ‘Tasmania’s North West’ in our marketing will be greeted with some relief across the local tourism sector and will be supported as a strategy particularly for those people using the world wide web to search for information and plan their holidays.” M&C Saatchi Melbourne were commissioned by the Authority to develop a creative interpretation of the brand that could be used in marketing and promotional materials and media strategies. The presentation to 175 delegates at the annual Tourism Forum in Smithton was a mockup of how the Circular Head area could apply the brand through photographs, storylines and imagery portraying the far North West.


“The industry needs to understand that this is just the start of a process that will help make Tasmania’s North West a must-visit destination and that it will need to be supported by tourism operators and local tourism associations to make it work.”

Local Journalist & Photographer Commissioned Cradle Coast Authority has commissioned well know photographer Rick Eaves and promising journalist Kate Jowett to develop a portfolio of stories for inclusion in the 2007 Regional Touring Guide (see below).

Regional Touring Guide The Cradle Coast Authority extends an invitation to businesses in Tasmania’s North West to advertise in the 2007 Tasmania’s North West Touring Guide. The 2007 “Tasmania’s North West Tasmania Touring Guide” is the primary piece of tourism promotional collateral for Tasmania’s North West region and is a part of a family of brochures that collectively promote the tourism experiences within the states three regional areas. The 2007 “Tasmania’s North West Touring Guide”: • Is the first official tourism publication to embrace the Brand of “Tasmania’s North West” – “A story around every corner”, and present this brand to the Tasmania Visitor Market through the tag line of “Where will these stories take you”? • Begins to tell the story of Tasmania’s North West through stories and alignment to the regions characters. • Captures and presents the regions experience based strengths focusing primarily (but not exclusively) on Wilderness and Nature, Food and Wine and Culture. • Provides mechanisms for readers to organise their visit to Tasmania’s North West. • Reinforces the appeal of destinations within the region focussing on the regions Clusters and Hubs. One hundred and twenty thousand (120,000) copies of the 2007 Tasmania’s North West Touring Guide will be produced, and increase of 20% on the production run for 2006, and distribution of these guides will target those people that research has shown have an interest in the experiences provided within Tasmania’s North West. Copies of the 2007 Tasmania’s North West Touring Guide will be distributed through a number of outlets including: All Tasmanian Visitor Information Centres Visitor Centres on Spirits of Tasmania I and II Airports in Burnie, Devonport, Launceston and Hobart All Tourism Tasmania Roadshows and Consumer shows in all Australian States and Territory’s Internationally via the distribution channels of Tourism Tasmania 2


Through all businesses who have advertised in the guide. Other statewide and nationally selected outlets The 2007 Tasmania’s North West Touring Guide; Presents an excellent opportunity for you to promote your business to the Tasmanian visitor market (including intrastate, interstate and international travelers). Provides a variety of advertising options that suit tourism/hospitality businesses of all sizes, Provides cost effective options for the promotion of your business. If you are interested in having your business included in this Touring Guide and have not received a prospectus, please contact Karen Arnold or Ben Bovill on 6431 6285 or karnold@cradlecoast.com to obtain a registration form

Cradle Coast is proposing to attend the adventure Expo in Sydney in November and is interested in talking to any adventure operator in the region that is interested in having their product represented at this expo. For further information contact Wayne Bolton 03) 6431 6285 or wbolton@cradlcoast.com

Free Information Sessions 3,300 FREE Australian government grants to help prepare a Succession Plan One hundred Tasmanian manufacturing and tourism businesses can be assisted with succession planning using over $330,000 awarded to Tasmanian firm, TOTAL Organisational Performance (sister company of TOTAL Business Consultants). This equates to a grant of $3,300 per manufacturer. The Succession Planning Element of the Building Entrepreneurship Program offers competitive grants to help small businesses who are seeking to exit their business in the next few years. TOTAL Organisational Performance will help business owners and managers prepare and start the implementation of a detailed succession plan. Participants will be assisted specifically in the areas of passing the business to the next generation, merger, trade sale, employee buy-out and public flotations. Those owners who have prepared their business for sale or have prepared a successor will be best positioned to achieve a smooth transition. 3


Those who are less prepared face having to continue working in the business, having to sell at a lower than adequate price, or, in the worst cases, having to walk away from a lifetime of hard work for no return. Free luncheon or after-work events are being conducted to introduce the opportunity, explain the process, the government funds available and "what's in it for you".

Burnie - 10th October 12 noon - 1.30 pm or 5.00 - 6.30 pm - Burnie Civic Centre Whether you are 40, 50 or 60 years of age, the Profit and Growth Succession Plan provides a proven means of maximising the rewards you get from the effort you have put into building your business. If your business is at the stage of Succession Planning we encourage you to call Anna on 03) 6334 0306 or via anna@top.com.au to reserve a place at the free functions, get more information or to register interest in accessing the government funding. More information is available at www.top.com.au/succession.htm.

ITOT College Members Forum iTOT College will hold a members' forum on Tuesday, 24 October in Launceston. The meeting will take place at Drysdale TAFE, cnr Charles & Frankland Sts, Launceston. Time: 1:30 pm to 3:00 pm. Please rsvp jan.horton@tict.com.au.

Taste of Tasmania - Brisbane 31st Oct 2006 Team Tasmania is co-ordinating a consumer and trade show themed “Taste of Tasmania”. Cradle Coast Authority will be in attendance with the Stanley & Strahan Tourism Associations and this will be our first opportunity to introduce our brand, Northwest Tasmania – A story around every Corner. The “Taste” will allow the region to present our destinations and experiences to consumers, Inbound Tour Operators and Retail Travel Agents in Brisbane on Tuesday 31st Oct 2006 and the Gold Coast on Wednesday 1st November 2006. We will be trying to tempt our customers with fine local produce and intrigue them with the stories that our producers provide. If you would like to be involved by providing tastings, incentive prises or by attending the Taste, please contact Wayne Bolton on 03) 6431 6285 or email wbolton@cradlecoast.com

Remote Area First Aid This five-day practical workshop is tailored for adventure guides, outdoor educators and instructors. This program is designed to build on basic first aid qualifications to give advanced first aid skills for assessing and managing injuries and illness in semi-remote and remote outdoor environments. This course is becoming the standard in Tasmania for guides and educators responsible for the safety of parties in the outdoors. Content includes: Provide First Aid Provide Advanced First Aid Response Manage Casualty In A Remote And/Or Isolated Area 4


Respond To Emergency Situations Location:

Hellyer College – Mooreville Road, Burnie

Dates:

Mon 4 – Fri 8 December 2006

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Time: 8.45 – 5.00 pm (Evening Session on Wed 6 Dec) Cost: $200.00 Facilitator: Paul Scott Paul has worked as a field training officer with the Australian Antarctic Division, as an ambulance officer and an outdoor instructor (in first aid, search and rescue, rock climbing instruction). He is currently studying medicine at the University of Tasmania. He has travelled extensively throughout South America, America, Europe and New Zealand. For bookings and enquiries to: Jane Dickie Phone: 03) 6233 7150 or Email: Jane.Dickie@tafe.tas.edu.au

2006 Tasmanian Tourism Awards The Tasmanian Tourism Awards are fast approaching and tickets are now on sale for the event to be held on Friday 24th November at Wrest Point. The Tourism Awards recognises business excellence and provides a great night of entertainment for the industry. A ticket order form is available from the Tourism Industry Council web site http://www.tict.com.au/cms/events/ Industry rates are available for accommodation at Wrest Point but there is limited availability for the night, please contact the TICT for booking details on 03) 6224 1930 or email info@tict.com.au

Cradle Coast Authority would like to thank those who made our recent forum such an astounding success. Our sincere thanks to all the speakers, sponsors and the tourism industry who turned up in record numbers. We would particularly like to acknowledge ABC Radio for their direct broadcast and The Advocate Newspaper particularly Sean Ford who reported so favourably both prior to and after the event. Thanks must go to our host, John, Don and Jacki and the rest of the staff that ensured we all enjoyed ourselves and wanted for nothing. The invitation is now out to those who would like to host the Forum in 2007. For further information contact Ben Bovill bbovill@cradlecoast.com or 03) 6431 6285. 5


Burnie Shines Rhododendrons Garden Festival Emu Valley Rhodedenron Gardens, Burnie 14 Oct 2006 29 Oct 2006

International Rhododendron Conference Emu Valley Rhododendron Garden, Burnie 20 Oct 2006 22 Oct 2006

Wil Anderson - Wil Communication Town Hall Civic Centre, Burnie 09 Nov 2006 09 Nov 2006 Sheffield Agricultural Show Sheffield School, Sheffield 10 Nov 2006 10 Nov 2006

Burnie Farmers Market Wivenhoe Showground, Burnie 21 Oct 2006 21 Oct 2006

Twilight Fiesta Burnie High School, Cooee 10 Nov 2006 10 Nov 2006

Donna Fisk and Michael Cristian Stage Door Cafe, Upper Burnie 28 Oct 2006 28 Oct 2006

The PPS Hairwear En Vogue Mannequin of the Year Burnie Dockers Club Rooms, Burnie 11 Nov 2006 11 Nov 2006

Tasmanian Craft Fair Deloraine Community Centre, Deloraine 03 Nov 2006 06 Nov 2006 Devonport Farmers Market Devonport Showgrounds, Devonport 11 Nov 2006 11 Nov 2006 TSO Young Musicians Program 2006 Burnie Civic Centre, Burnie 03 Nov 2006 03 Nov 2006

Art Ability Wyndara Centre Inc., Smithton 03 Nov 2006 29 Nov 2006

ms Statendam Visit Burnie (Port), Burnie 07 Nov 2006 07 Nov 2006

Victorian Male Welsh Choir and City of Burnie Brass Band Burnie Civic Centre, Burnie 07 Nov 2006 07 Nov 2006

Pacific Princess in Burnie - Cruise Ship Visit Burnie (Port), Burnie 08 Nov 2006 08 Nov 2006

Zeehan Gem and Mineral Fair Zeehan Primary School, Zeehan 11 Nov 2006 12 Nov 2006

ArtEx 2006 - 19th Annual Cradle Coast Rotary Art Exhibition & Sale Ulverstone Civic Centre, Ulverstone 17 Nov 2006 26 Nov 2006 Circular Head Show Stanley Show Grounds, Stanley 09 Dec 2006 09 Dec 2006

Devonport Farmers Market Devonport Showgrounds, Devonport 09 Dec 2006 09 Dec 2006

Steps in a Journey - Burnie Port Pioneer Village Museum, Burnie 04 Oct 2006 26 Mar 2007

Newsletter of the Cradle Coast Authority – Tourism Division This newsletter is circulated to the Cradle Coast Tourism Industry on a bi-monthly basis For further information or to submit information for subsequent editions please contact Wayne Bolton on 03) 6431 6285 or wbolton@cradlecoast.com 6


CCA Tourism Newsletter October 2006