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Global city definition tasmania1/2/2024 The story is clear, but they couldn’t express the successful outcomes in a boastful way.īrand Tasmania’s stated mission is to inspire and encourage Tasmanians, and those who want to be Tasmanian, to quietly pursue the extraordinary. It was a quiet confidence Tasmanians took pride in hard work and expressed it with unusual humility. This creates special products, services, experiences, and projects. The more recent Tasmanian pattern of success has been about overcoming those obstacles with grit and determination. Globalisation destroyed Tasmanian industries and bought entire communities to their knees at the end of the 20th century. The decimation of Aboriginal Tasmanians by British colonists informed the UN definition of genocide. This is a story of hardship and obstacles, both in the lives of Tasmanians and the history of the place. They were looking for a consistent, powerful story, and they heard it. They interviewed over 400 Tasmanians, one-on-one, in hour-long sessions using a random but representative sample. Rather than launching another campaign, they decided to begin with culture, to create a unifying cultural expression and use that expression as the core of the strategy. In the past, they traded in cliches like “clean and green” and “explore the possibilities.” Businesses, local councils, and artists had no shared language to rally behind, and the state government had no brand trends for decision – making. They're self-sufficient in renewable electricity.īut they don’t know how to talk about any of this. They have the cleanest air in the world, the purest water. Battles for the environment launched the global green political movement from Tasmania. Small businesses have created an artisanal economy and culture. They have a private ‘museum of sex and death’ that attracts attention around the world. Yet tourism to Tasmania has increased exponentially in the last decades. There were few outlets for a ‘Tasmanian voice,’ and challenges with low levels of aspiration in its young people. For generations, mainland Australians mocked Tasmanians for being unsophisticated. It’s isolated, underestimated, and misunderstood. Tasmania is, historically, Australia’s poorest state. The cultural problem is a lack of confidence. The team at Brand Tasmania, they set out to solve a cultural and a strategic problem.
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