Lindene Cleary is the newly appointed Chief Marketing Officer at Tourism Tasmania. Prior to fulfilling this position, Lindene spent the last five years as Head of Brand Marketing overseeing the delivery of the agency’s ‘Come Down for Air’ brand platform and ‘Off Season’ campaign.
In this episode, Luke Martin spoke with Lindene about her career in marketing, firstly with Coca-Cola and then with Tourism Tasmania, and specifically about the 2023 ‘Off Season’ campaign where she provides some interesting insights into the creation of the campaign, and how tourism operators can get involved.
The ‘Off Season’ campaign was born out of wanting to galvanise industry – to excite everyone to get involved in a shared vision for the winter season. Consumer insights and research proved people simply paused over the winter months waiting for it to be over. Tourism Tasmania saw this is an opportunity to create a change in how Australia sees winter – to see it is a season worth embracing rather than escaping.
While the ‘Off Season’ has technically started, Lindene explains it is never too late for tourism operators to get involved and to submit an ‘offer’. This is something any business – small or large – can offer visitors that is a bit different than what they already do. All a business has to do is upload their ‘offer’ to ATDW and Tourism Tasmania will do the rest – it’s that simple.
Lindene also spoke about Tourism Tasmania’s new Discover Tasmania app – something which has only just recently been launched. Phones are often glued to everyone’s hands, but especially travellers who plan their holidays around information they can get at their fingertips. Hence why the Discover Tasmania app was created. Lindene explains how the app delivers tailored information relevant to the end-user, demonstrates the breadth of Tasmanian tourism offerings and influences on-ground behaviour.
Today’s episode is brought to you by our partner, Hype TV. As a complete production house, Hype has the capability to facilitate the entire production process from concept creation through to media delivery. Hype’s core production team consists of industry professionals with decades of experience, and they also have an extensive network of production crews across Tasmania to tailor to your needs. Thanks to Hype TV for their generous support of TICT and for helping to make this episode of Talking Tourism possible.