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These are the colours I was inspired by for my theme.
(iStock / Shane Pedersen 2016)
Pedersen 2016, Cover photo of Wineglass Bay, 02 May 2016, viewed 23 July 2020 <https://www.trafalgar.com/real-word/natural-beauty-tasmanian-wilderness/>

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For this task I'm thinking of promoting a festival for our first task. Festivals excite me and I think it's a good way to make this task fun. However, I change my mind a lot, so the more brainstorming I do, that might change. Writing a list of 80 ideas is much harder than I anticipated. I'm unsure whether I'm doing it correctly. Am I being too vague? I feel like a lot of things need promoting. Almost everything can be promoted... even a kitchen sink!

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- Release of a Bike
- New TV show Premier
- Perfume Launch
- Unreleased Movie
- Headphones
- Book signing
- Clothing
- Building company
- Linen
- Hardware store
- Supplements
- Book shop
- Bathers
- Fundraiser
- Shoes
- Job Vacancies
- Computer
- Tattoo parlour
- Wine
- Marriage celebrant
- Vineyard
- Lamps & lighting
- Gym
- New phone
- Restaurant
- Clearwipe
- Beauty Salon
- Face cleanser
- Helmet
- Accommodation
- Festival
- Tours
- Athletic Talent
- Radio station
- Performer
- Boats
- Book
- New games
- Launch of an event
- Toothpaste
- Community Gathering
- Dentistry
- Car
- Promotion of photography packages
- Handbags
- Organic and earth safe hair products
- Local Gig
- Furniture
- Promoting a Bike Race
- Wheels & tyres
- Local sporting event
- Customisable caravans
- Jewellery
- Stationary
- Nightclub special guest DJ
- Law & Regulations
- Bushfire appeal
- Toys to help a child sleep
- Saving and protecting wildlife
- Cafe serving local produce
- A metre matters initiative for the safety of cyclists
- COVID 19 and the impact we can make by staying home
- Be More MVMT. Promoting workshops
- Real Estate. Houses for sale and also how many houses they've sold
- Mental Health Awareness. Suicide prevention
- Tools for tradies
- New app.
- How to be safe in the workplace
- Yoga classes
- Cooking demonstration. Watch and learn the recipe
- Makeup Tutorial
- Streaming services and family deals
- Carpet Cleaning
- The successful work of the Defence force
- Smash repairs
- Raising awareness of health issues eg. Heart Disease
- Personal Training classes or group sessions
- Immunisation and the benefits
- Lolly shop and nostalgic lollies
- Donations to a charity

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Feeling a little overwhelmed about where to start for this promotional video. I started off thinking I wanted to promote a Festival, but looking forwards and thinking about how I'd get video content for that seemed a little hard. Maybe I will promote a bike race or Tasmania as I can get ample footage of both.
I guess another thought for the festival would be to film short snippets of my friends playing music. But for which ever idea I choose I firstly need to think of the point of view I want to portray. I know I need to make it unique as the example videos gave suggestions. After speaking with a friend I'm also tossing up the idea of promoting women in sport, however since starting my second mind map I think the idea of promoting Tasmania as a tourist destination is flowing the easiest for me. Thinking about the different points of view I also remember seeing a video someone else made a while ago from the perspective of locals who may not want tourists visiting and occupying all their favourite places. The title was along the lines of 20 reasons Tasmania is a crap place to visit. And then showcased all our amazing food and produce. "Bicheno beach - the water is just too clear, why would you want to swim in that... you can literally see what's underneath you"

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I think I'm going to promote Tasmania to locals. In current times of Covid 19 I think it's a relevant message and also a more unique approach than typical marketing strategies when promoting tourism. Usually tourism in Tasmania is promoted to broader Australia and international travellers.

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Tired out from walking.
Idea for video people exhausted from their hike go home to a magnificent view and debrief on what they've done to end up so tired. Camera roll of images from vineyards, hikes, beach trips, mountain biking etc

Serious negatives:
Flora and fauna risks being destroyed or damaged with more foot traffic and travel. It could be healing without as many tourists.

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Izzy jumping on MTB
Wine glass cheers
Cheese platter
Views from my rides
Restaurant food
Party in the paddock footage
Trevallyn Dam
Cataract Gorge
Natural Music

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I want my audience to feel peaceful, a sense of adventure, fun, relaxed.
I think green is a suitable colour and additionally depicts the Tasmanian landscape. Alternatively I am also contemplating a light blue colour for the same calming reasons, and because it depicts the beautiful weather and fresh air, however I'm leaning more towards green for the whole theme.
#007143 green
I think my audience would feel as though this is their home and not a holiday destination, so I want to remind them of the calmness of the small towns and getaway locations that can be just as vacation like as an interstate or international trip. I think the font needs to be eye catching but not too out there. Something fairly traditional.

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The sun glistens through the trees. A gentleman chats with a barista as she pours his coffee. A car drives up a scenic road. A mountain biker gets airtime on a jump. Waves roll in at a beach and a group of ladies cheers at a nearby vineyard. Fresh produce is beaming in the local grocer as the customer and worker chat about their day. Families gather at the park for a picnic and the sun goes down on another day in Tasmanian 'paradise'. The music is cheerful and depicts a relaxing holiday feel. Video ends with my message: Explore Tasmania, Support Tasmania.

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Potential colour palette.
I chose these colours because they are calming and also depict the Tasmanian landscape. I want it to be mainly one colour so these are just different shades. I think I may also try and incorporate still images of Tasmania in the heading font if possible. I have a vision of most of the page background being a darker forrest type of green, but still want to capture that calm, relaxed holiday type feeling.

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Annotated Bibliography

Durkin, J & Marko, P 2017 ‘Organising for community-based tourism: Comparing attitudes of local residents and local tourism entrepreneurs in Ravna Gora, Croatia’, Sage Journals, November 10th 2017, viewed 13 July 2020, <https://journals.sagepub.com/doi/abs/10.1177/0269094217734811>

I found this source relevant to my project because it talks about community tourism. They agree that local tourism can promote greater economic and social benefits which supports my topic.

Hardy, A & Ooi, C (eds) 2020 Tourism in Tasmania, Forty South Publishing PTY LTD, Tasmania.

Introduction by Anne Hardy and Can-Seng Ooi

The introduction of Tourism in Tasmania brings to light some of the negatives of the impact of interstate and international tourists, further supporting my choice to promote local tourism. Some examples include higher rent and longer queues in addition to thought provoking questions such as should we charge a tourist levy? Have we reached peak tourist numbers? Are we damaging the environment?

On page 53, chapter 5 by Elleke Leurs, although it speaks about roadkill, she mentions in the introduction that the main reason people visit Tasmania is for the natural environment and wilderness.
Some of the questions also challenged different perspectives.

Aguilo, E, Rossello, J & Vila, M 2016, Length of stay and daily tourist expenditure: a joint analysis, Tourism Management Perspectives, Vol. 21, pp. 10-17.

Helped to influence my target audience by suggesting a higher spending professional status.
This source found evidence on higher earning professionals spending more money and often staying longer when travelling. They also found that the distance travelled affects expenditure positively.

Santilli, R & Goodwin, H 2009, Community-Based Tourism: a success?, ICRT Occasional Paper 11.

(Unsure of referencing)
I found this paper very helpful in supporting the success of community-based tourism. It listed various measurements of success and provided data on how locals perceived the success.

Kilkenny, M, Nalbarte, L, Besser, T 1999, Reciprocated community support and small town - small business success, Entrepreneurship & Regional Development, pp. 231-246.

Page 245 states there is a positive correlation between community contribution and the performance of the local economy. This article found benefit in reciprocated support between both the community and local business. I learned that it may work both ways. Local business can also give back to the community, however only if we support them in the first place. In this case everyone can benefit. I believe it’s relevant because the study focussed on small towns. Although they weren’t Tasmanian, they are still small, western towns and one can expect a similar relationship.

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Buy Something Tasmanian 2020, Businesses, Buy Something Tasmanian, viewed 11 July 2020

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Discover Tasmania 2020, About Tasmania, Tasmanian Government, viewed 11 July 2020

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Towns and places in Tasmania including national parks, world heritage wilderness, animals and plants, climate and weather. Discover Tasmania today.

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I need to capture their attention with things that are appealing. I think a vineyard is appealing to females, whereas mountain biking might draw the attention more of males or dads of families. Perhaps somewhere to take the children.

(Aguilo, E, Rossello, J & Vila, M  2016) suggest the higher the household income, the higher the spending.

I believe things such as mountain biking, berry farms, beaches, adventurous activities will draw the attention of families Whist vineyards, luxury accommodation, restaurants, and bars may be more appealing for individuals and higher income earners. However as I found in my research the natural environment and wilderness is the most prominent reason for exploring our state so to cover a large audience I think it is essential to include this in my video.

I want to portray happiness and relaxation or a vacation feel in my video to convince my audience of my message. I also hope by including Tasmanian icons and things most people have seen my audience will be able to feel some connection which may both capture their attention and also sell them on my idea.

Aguilo, E, Rossello, J & Vila, M 2016, Length of stay and daily tourist expenditure: a joint analysis, Tourism Management Perspectives, Vol. 21, pp. 10-17.

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My message is to support local by holidaying and shopping locally.
I think I can target people from 20-40 years old and especially those with families. Maybe during school holidays especially. I would target a middle class audience as I want them to spend money whether it be on accomodation, food or even checking out a vineyard. This all helps local business. Obviously a family will be both genders, however I think I will also target females with the winery aspect.

Refined:
You can enjoy your local holidays even more knowing those closest to you are also benefitting.

Explore Tasmania, Support Tasmania

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Lofgren, L 2019, The Psychology Of Color, Quicksprout, 17 April 2019, viewed 20 July 2020, <https://www.quicksprout.com/psychology-of-color/>

(Logfren, 2019) suggests both men and women like the colour green which further consolidates my thoughts on it as my main colour for my website design. A potential challenge with this could be finding a contrasting background, however I think I will keep it white. Perhaps with dark green (#003b23) font.
I also learnt about tints being more feminine whereas shades are more masculine. I think my green theme will be a combination of masculine and feminine.

Idler, S 2012, 15 Practical Tips How To Use Typography For Emotional Design, blog post, CX Insights, 06 December 2012, viewed 18 July 2020
<https://usabilla.com/blog/15-practical-tips-how-to-use-typography-for-emotional-web-design/>
From this article I have decided it will be important to keep my font basic and clean as to not overshadow the images and graphics that I want to draw the viewer's attention to. I think these images are more likely to entice the audience rather than the text.

Aliotta, C 2013, Evoke Emotion Through Typography, Joogpot, April 2013, viewed 21 July 2020
<http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography>
I found some of the information on this post quite helpful for designing my heading especially. I want that to be a standout. The main other point I drew from this website which was also prominent in my other research was just to keep all text consistent and uniform.

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Tasmanian locals
Families
Everyone from approx 18-60 years of age, however I think I will make my target audience young adults and families. Eg. 20-40 years old.

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Creating a mind map was most challenging for me when trying to think about Tasmania from a different perspective. I love my home state, so it was also difficult to think about numerous negatives. I did however begin thinking of things I can film for my vieo and that was very helpful. I also found it helpful looking through other people's mind maps via the forum. It was interesting to see how diverse the range of topics is, and again reiterated that nearly everything can be promoted. Overall it certainly helped me think of new ideas and different ways of portraying Tasmania in my promotional clip, and I will continue to find inspiration in those around me.

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I found this video today which has a message very similar to mine, however content wise it's quite different to how I'm imagining mine and the content I want to capture.
Tourism Tasmania 2020, Make Yourself at Home, Tasmanian Government, viewed 11 July 2020, <https://www.tourismtasmania.com.au/marketing/campaigns/make-yourself-at-home#:~:text=You%20are%20here%3A-,Make%20Yourself%20At%20Home,international%20markets%20are%20not%20available.>

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Make Yourself At Home is a campaign developed by Tourism Tasmania to encourage Tasmanians to holiday at home safely, and support the local tourism industry while traditional interstate and international markets are not available. The campaign has been developed in partnership with the four regional tourism organisations, the Department of State Growth, the Tasmanian Hospitality Association and the Tourism Industry Council of Tasmania.

Visit the campaign website at www.makeyourselfathome.com.au

Industry toolkit

To take advantage of this campaign a toolkit has been developed for Tasmanian tourism businesses to use.

The toolkit includes a campaign overview, how to get involved, COVID-19 safety recommendations, social media and how you can use Make Yourself At Home creative assets to leverage the campaign in your business's marketing activity.

Download the Make Yourself At Home - Industry toolkit [PDF 5.1MB]

Campaign logo
The Make Yourself At Home logo can be used on any of your business's campaign-related marketing collateral, including posters, brochures, email marketing communications, local press ads and your website and social media pages. Be sure to respect the brand by following the logo usage guidelines in the industry toolkit.

Campaign launch video
A campaign launch video has been developed and can be shared on your social media channels to help raise awareness of the campaign.

Posters
Campaign posters are a great way to share the campaign on-site and can be printed and displayed at your business premises.

Email marketing assets
Header and footer images are available for use in your email newsletters and marketing activity during the campaign.

Email signatures
The Make Yourself At Home email signature can be added to your email signature to align your brand with the campaign and increase campaign awareness and visibility.

Assets created for use in this campaign include:

View and download the Make Yourself At Home campaign assets

More assets will be added as the campaign progresses, so keep an eye on Tourism Talk for updates and additions to the list above.

Expressions of interest

Opportunity for industry to be featured in campaign content

As part of the new Make Yourself at Home intrastate campaign, lift-outs are planned for the state's major newspapers to inspire readers to plan a trip within Tasmania. Download a copy of the first Make Yourself At Home - Newspaper lift-out [PDF 2.0MB] included in newspapers on 26 June 2020.

We are calling for expressions of interests from operators who are keen to be included in lift-outs or other content opportunities that will be developed during the campaign. This is provided at no expense to operators.

There are three 'themes' for the remaining lift outs - August edition: Indulgence, September edition: Road Trips and December edition: Summer Escapes.

1. Outline your product or experience, what makes it so special and let us know if you have a special offer or value proposition for the Tasmanian market.

2. Address how your product or experience fits into one of these themes: Indulgence, Road Trips or Summer Escapes.

3. Confirm you:
- are listed on the Australian Tourism Data Warehouse
- have registered your business on the Buy Something Tasmanian website
- are open to the Tasmanian market and have a COVID-Safe plan in place and are following the guidelines outlined on the Worksafe website.

4. Submit your EOI via this link.

Submissions close 10 July 2020
To be considered, please address the following criteria in your EOI:

1. Try to include as many products/experiences received through the EOI process, as possible across the remaining three lift-outs and in other content opportunities as they arise.

2. Consider product inclusions against the backdrop of achieving a balance of product in each edition and ensuring we showcase all regions of the state.

3. Check in with you prior to using your product/experience to ensure you are comfortable with proceeding.

4. Not be able to guarantee that your product or experience will be featured in the lift-out or other content.

As we develop content we will:

If you have any questions please feel free to drop a line to content@tourism.tas.gov.au

Tourism Tasmania values the privacy of individual's personal information. This information will be used for the purposes of developing content for the Make Yourself at Home campaign. Please click here for more information on Tourism Tasmania's privacy statement and practices as set out in accordance with the Personal Information Protection Act 2004.

Industry recovery

Find more information on the industry recovery and a reopening checklist for operators

Media plan

An overview of the Make Yourself at Home media plan is available to view here. This is to provide businesses with visibility of the timing of upcoming media to so that they can plan their own advertising at similar times across television, radio and in press. The media plan provided is for the planned media activity from now until the end of September.

Please note, this is an indicative plan only and may be subject to change. Decisions around your own advertising are at you own discretion.

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Make Yourself At Home is a campaign developed by Tourism Tasmania to encourage Tasmanians to holiday at home safely, and support the local tourism industry while traditional interstate and international markets are not available. The campaign has been developed in partnership with the four regional tourism organisations, the Department of State Growth, the Tasmanian Hospitality Association and the Tourism Industry Council of Tasmania.