SUMMARY
Tasmania has historically suffered from its image as "Australia's poor state". With the help of an in-depth identity study (over 400 interviews), Brand Tasmania has transformed the "difference" of its inhabitants into strength. As ambassadors for a brand based on the uniqueness of the territory (" The quiet pursue of the extraordinary"), they can take ownership of the approach and tell their own "Tasmanian story " via the "Tasmanian" platform. Tasmanians have long been derided as "different" because of the poverty of their land. Today, the "traditional" economy, based on industry and raw materials, is evolving and is now made up of 97% VSEs (and 80% micro-businesses). Brand Tasmania has launched "Tasmanian", to promote this identity and turn this "difference" into strength.
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