12 August 2010
Tourism Tasmania CEO, Felicia Mariani said the State Tourism Organisation had invested $1.6million towards this extensive autumn-winter campaign, combined with the substantial contribution of $1.35million from tourism industry operators and major partners.
"Never before have we engaged with all levels of industry and other partners to this extent and received this level of campaign participation," said Ms Mariani.
The first ever Lumina - A Winter of Festivals will continue until late August 2010 and see Tasmania host more than 100 festivals and events in locations all over the island state.
"This winter, Tasmania will be heating up with activity and events.
"No matter what your passion, there’s something for everyone in Tasmania this winter. Lumina - A Winter of Festivals will feature popular current and new events including the exhilarating tarmac rally Targa Tasmania; epicurean festivals Savour Tasmania and Tastings at the Top; musical extravaganzas Festival of Broadway and Festival of Voices; AFL football at Aurora Stadium; and two events making their debuts in 2010, the Australian Shakespeare Festival and the edgy Junction Arts Festival," she said.
"Tourism Tasmania has created an exciting and innovative marketing campaign to ensure the Winter of Festivals captures the attention and imagination of event lovers and potential visitors across the country and, of course, in Tasmania.
"By proudly showcasing this exciting range of events during the traditionally quiet visitor period, we are creating real drivers for visitation to Tasmania during winter - a time when we know we have the capacity to support more visitors to our island.
"Lumina - A Winter of Festivals will excite, motivate and engage visitors and locals alike to take part in the festivities and share in the winter fun in Tasmania.
"We’re inviting people to Light up your winter, with a striking and compelling promotional campaign to support the first ever Winter of Festivals," she said.
A dedicated website -http://lumina.discovertasmania.com- allows potential visitors to browse the line-up of events by date, region and genre, and provides them with the tools to plan and book their accommodation and travel arrangements.
Ms Mariani praised the support and active participation of the Tasmanian tourism industry and events along with our national partners that have got on board the Lumina campaign to deliver real incentives for consumers to travel to the state and spread the reach of the Tasmanian tourism message.