Get To Know Tourism Tasmania's Audience Segments

Intended workshop audience: Tasmanian tourism business owners or aligned marketing professionals wanting a better understanding of Tourism Tasmania’s new audience insights and how they can help your business.

A key aspect of Tourism Tasmania’s marketing program is to reach the right people with the right message at the right time. In 2023 we launched our comprehensive research study of Australian leisure travellers to give us an understanding of our market opportunity. Through this process we have identified three key audience target segments to focus our future marketing activity on.

These new key audience segments represent a more sizable opportunity of the total leisure travel market.

In this workshop we will provide an overview of the segments, and explore the values and travel motivations of the three key segments Tourism Tasmania are focusing on:

• Get to know our key segments of ‘Positive Impact Travellers’, ‘Discoverers’ and ‘Conscious Adventurers.
• Understand similarities and differences between the three key segments in terms of their personal values and travel motivations.
• Learn how Tourism Tasmania is embedding segmentation into its marketing program, and how you can leverage segmentation for your business.

About Jen

Jen Clarke is the Head Of Brand Marketing at Tourism Tasmania, playing an instrumental role in the delivery of the Come Down for Air brand platform and Off Season program. Jen is an experienced brand marketing leader with a 15+ year career built on pushing for brave thinking, a passion for creativity and delivering meaningful work that delivers results. She has a valuable combination of client and creative agency experience working across some of Australia’s biggest brands on fully integrated campaigns tackling complex communication challenges.

Prior to joining Tourism Tasmania Jen worked in the brand team at Optus developing their brand strategy, design system and brand campaigns. Jen also spent over nine years in senior roles at various creative agencies, managing campaigns for clients such as Qantas, NRMA, Westfield, Kimberly-Clark and Moet Hennessy.